b'BUSINESS MATTERS:10 over 30LESSONS BUSINESS YEARSBY BOB SHAW // INDUSTRY CONSULTANTF inally, 2020 is behind us!While bracing for more uncertainty, we are hopeful for 2021things can only get better.Decades ago, I started out selling boat tickets at the base of the Eiffel Tower in Paris and then was given a mission to buy a U.S. boat operation for a French company.That ensuing adventure brought rich experiences and literally changed my life.As I enter my fourth decade in the business, I thought I would reflect on the major lessons learned.I wish I were at the annual convention to share and commiserate about these experiences in person, but I will see you virtually onscreen. Im am moderating a panel on February 17 titled, Lessons Rebuilding and Reimaging Your BusinessStrategies for Success.Here are my TOP TEN LESSONS LEARNED over 30 years. TheUSCOASTGUARD is our partner.I8 METRICS:Whenyoucanmeasurewhatyouare 10 remember a U.S. Air Force general proclaiming in aspeakingabout,andexpressitinnumbers,youknow meeting 40 years ago that the Soviet Union is oursomething about it. But when you cannot measure it or second biggest adversary after the U.S. Navy.Weexpress it in numbers, your knowledge is of a meager and all have cast a wary eye at government regulatorsunsatisfactory kind. Attributed to Lord Kelvin.but that cannot be the case with the Coast Guard as they help delay Black Swan maritime disasters. Get those key metrics right.In the old days we looked So, we have the same objectives and need to be oneat in-bound phone callsgenerated by the now-extinct team with them.My crew resisted hosting U.S.Yellow Pagesand daily bank account balances.Now CoastGuardindustryexchangeofficers:Ifindmetrics are far more detailed and easily available.Decide it takes about 90 days for them to warm up to uswhat really matters about your business for safety, sales, and become our advocates.Partner with the Coastcosts, operating ratios, customer and crew satisfaction, Guard to make our business safer. bank interest coverage ratios and so on.Develop and refine metrics, then share them with your team.Develop scorecards and relentlessly follow-up.Be like the hamster 9 SAFETY is your sacred, #1 obligation to preventon the hamster wheel spinning on what matters most.If I had a Shaws Iron Law it would be: if you start measuring that Black Swan event.In the 1950s Disney startedsomething that wasnt previously, you can increase (or with three core values but had to add a fourth,decrease) it by a third through focus.Scott Thornton, the safety,aftersomeparkaccidents.WeoweourCOO of NYC Ferry, distills the spirit of ISO as believing guests and crew the opportunity to come homeyou can be better tomorrow in each area of your business.better than they left, with hopefully a smile onWith the proper metrics, and gamification of business, theirfaceandgreatmemories.Ilearnedawfulyou will achieve steady improvements that compounds to lessons when bad things happen to good peoplespectacular results.andtheDutchuncletalkfromDaveDubois of Marine Safety Consultants that safety was my7 SALES AND MARKETING CAUSE 90% OF personal responsibility. It is seared in my memory.2021 will be an especially challenging year as weYOUR STRESS.For 2021, this might be 900% of our re-start equipment and operations, assemble newstress.Good sales are like altitude in a plane: with it, you teams, and experience high growth amidst majorhave options, without it, the puckering starts.Assemble distractions.We must be vigilant. andempoweryourteam,focusthemonmetricsand then get to work on getting customers.2021 demands scrappiness and everyone needs to be involved in the sales process, whether by delivering a great product or being innovative and supporting the sales team.Remember, a good salesperson will take 10 years off your life!BUSINESS 20 FOGHORN'