A first serial excerpt from "Rubies in the Orchard," Lynda Resnick's autobiographical, how-to marketing gem. A road map for anyone who's trying to do anything in business or in life.
Running Teleflora was a dream job. I was in charge of marketing and product development, and, of course, I supervised all my new friends in the sales force, which I gradually shaped to fit my vision. The business was growing, and so were profits. I had reached a point where I could start delegating some of the work – provided I could let go of a certain nagging perfectionism (which today has a fancy name and a medication regime to go along with it).
My job was fulfilling, and my life with my husband Stewart and our kids had hit a stretch of smooth sailing, about as close to domestic bliss as any family gets. For the first time in my life, things seemed comfortable and easy. With everything going so well, there was naturally only one thing left to do: shake it up.
In 1981, I hired a news clipping service to begin tracking a direct-response company called the Franklin Mint. There were similarities between the Mint and Teleflora. The Mint created unique products, just as we did, only without the flowers. In those days, their products were mostly coins and medallions, a few porcelain vases, and some miniature knickknacks worthy of display in a “free with purchase” vitrine. Unlike Teleflora, the Mint sold its collectibles through direct response, with no middleman between the company and its consumers. It was something I longed to do.