I must confess that I’m a creature of habit. I drive the same way to and from work each day, sit at my desk Monday through Friday and have coffee and yogurt for my breakfast while checking my morning emails and I’ve had a ham sandwich for lunch while working at my desk almost every day for the last twenty or so years. Yes a creature of habit. But in speaking with others I find that I’m not alone. The consensus is that there are so many things that can’t be controlled in life that there is some comfort in knowing that the things we can control are consistent. While there is nothing wrong with consistency in either our personal lives or work we may be missing out on opportunities when we stay within our comfort zone.
In the business world companies build their reputation around consistency. We as consumers want restaurants that have consistently good food, stores with consistently good service and cars that are consistently reliable. However, consumers can become disenchanted quickly and companies must find new ways to entice customers back to their product or service. That is why products are always advertised as newer, bigger, brighter, and better … a way to get a consumer back through the door one more time.
That approach may be fine for some industries but how does it play out for most small firms in the marketplace. As a boutique firm in the Denver real estate industry providing Property Management, Brokerage, Development, Construction Oversight, Maintenance and Consulting Service, my company has much in common with other firms in service industries. There is limited funds to advertise and if I did have unlimited funds I’m not sure I could find anything to promote that would be newer, bigger, brighter or better.
CEO, Employing Broker
Katchen Company, founded in 1962, is an integrated real estate company with its corporate headquarters in Lakewood, Colorado. The company offers real estate development, redevelopment, property management, brokerage, consulting services, construction oversight and maintenance services to individual and institutional real estate investors throughout the greater Denver metropolitan area with satellite offices in Chicago, Las Vegas and Miami market areas.
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