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What a way April started, with a week of sporting delights.
And what an insight into the ups and downs of chance our business can provide.
I for one learned quite a lesson when the Aintree field eventually got started (an omen itself) and I am blaming it on our retail expert Jack Lynes. Not that he used his sporting experience to give me any betting tips you understand, more by highlighting the fickle way we look at choices before us. In the first of his new Trade Talk sports features this month he talks about going with your instincts and I really should have listened. But having had my team win the Boat Race, Arsenal going great guns in Europe, plus (following one of Jack’s product highlights last issue) deciding to learn to play poker like those switched on Desperate Housewives and beat my teacher into the bargain, I forgot the rules of commercial wisdom and ignored the facts.
I walked in to put money on Numbersixvalverde, on paper a horse that had all the practical odds in its favour – plus I was brought up to watch winners of an Irish Grand National! But in a moment of irrational over confidence I switched to Jack High. Well, it was one of my winning cards and we had just created Jack’s new column for the modern market place. And with two sporting wins in a week, I couldn’t lose. But of course, I did. The fact is, sport is all about chance and that is actually part of the allure. The gamble of winning!
Success, is about reading the signs, predicting an outcome - not dismissing the facts but taking them all into consideration. Emotion, is vital to keep us inspired, but sometimes it can blinker us. Whether punters or sports business professionals, the same applies. We need that emotion, conviction and belief but we also have to keep an eye on the realistic options too. The retail industry has been undergoing great change, racing against high street challengers, consumer whims, and dark horses such as the internet. For brands there is the issue of shelf dominance and consumer recognition. As a magazine, we too have to match the moods and moves going on.
Experience and knowledge though, show us all how to take it on with practical solutions. Then, emotion, which makes us so passionate about it all, creates the vision and ideas to adapt successfully and capture the imagination and attention we all need to be a front runner. Our business gives everyone a run for their money with a range of sporting chances!
Lauren Fox, Editor
