I broke one little bone in my right hand (I’m left-handed) and for six weeks my entire life was shaken up. One little bone! How can this be? Well, the cast is off. My hand is still in a removable splint for a few more weeks. But I’m finished with one-handed showers, trying to get my pants on with one hand and a whole array of two-handed things I took for granted.

It’s the same old story – you don’t appreciate what you have until it’s gone. But this time it happened to me! And was I grumpy. Mary made a good decision and moved into our guest house next door when I went into one of my frustrated, one-handed hissy fits. I finally had my final appointment with the hand specialist (you can imagine the bill that goes with the title “hand specialist”. That’s niche marketing at its finest.) Then some physical therapy. All for one clean break in a tiny bone in one hand. I can’t leave you without a marketing lesson that ties all of this together.

When you think of the things that make the human body operate so well, you’d probably think of your heart, lungs, legs, brain and so on. And you’d be partially right. They are responsible for the vast majority of what you are and what you do. But don’t forget about the “little parts”. That one little bone you probably have never thought about can shut the whole operation down.

So it goes with your business. You may have all the major parts humming like a ’67 Corvette. But that little part you never thought about slams the brakes on your business and shuts it down. Hopefully just temporarily. Maybe permanently. Just that one little leaky O-ring can cause an entire Space Shuttle to explode, killing everyone aboard.

Getting to the top of any field is no mystery. I can lay it out for anyone step-by-step. But are the vast majority of people willing to do what it takes to get to the top? Are they willing to monitor, be aware of, stay on top of all the things that are driving them to the top?

That’s why there are so few people at the top – and a gargantuan crowd at the bottom looking up, wondering how to get up there. I got an email from someone telling me he thought it was an enormous pain in the posterior to get press releases out. He wanted me to tell him the shortcut. My guess is that he’s at the bottom of some pile, looking up at the people on the top.

It is extremely rare that someone at the top got there simply because of inborn talent, God’s gift or whatever else you want to call it. They got there because they stayed on top of things – even the little things. And when something went wrong, they immediately shifted into another type of appropriate action.

The minute the doctor in the emergency room said the words: “Yep, it’s broken” to me, my mind shifted into a new thought path. I may have been a bear to live with for six weeks (ask Mary and Denise) but my business was completely unaffected. Have similar things happened to you? How did you handle it? Are you at the top of your field? How did you get there? I’ll bet I can tell you exactly how you got there, but we all want to hear it from you.

The best source for reliable information on how to get publicity for your business (regardless of what type of business you have) is Paul Hartunian’s website – http://www.hartunian.com, http://www.milliondollarpublicity.com

The best source for reliable information on how to get publicity for your business (regardless of what type of business you have) is Paul Hartunian’s website – http://www.hartunian.com, http://www.milliondollarpublicity.com

Author Bio: The best source for reliable information on how to get publicity for your business (regardless of what type of business you have) is Paul Hartunian’s website – http://www.hartunian.com, http://www.milliondollarpublicity.com

Category: Marketing
Keywords: what is a press release, how to write a press release, how to release a press release, online pr,