With my background in marketing and promotion, I can go basically anyplace I wish to in the industry. I have worked on market research merchandising, viral merchandising, guerrilla marketing - you name it, I have done it. The lone thing that has continuously held me back is that I am not a team player. I am incredibly independent and driven, but I do not tend to use my skills for leading. You see, I'd rather not have to work with other individuals. I know what a project requires intuitively, and I can normally get it done best with no outside help.

With some of the businesses that I worked with, this held me back. Working as a marketing advisor, however, it has become an asset. You see, with niche marketing consulting, people want to see that you possess a driven, self-directed attitude. A niche marketing advisor is a kind of subject matter authority. You are supposed to come in to the business, listen to their issues, and formulate a merchandising strategy custom altered to their needs. People do not want to see you hem and haw continually, waiting for feedback from various committees - they wish to see you come up with a decisive action plan. Then, it is up to the business to implement it or to try their own method. Either way, by that time your work is done.

Of course, there are many niche marketing advisor organizations that work in a more structured way than I do. Many of these consulting firms have greater brand recognition, and so can lure in some big accounts that don't notice me. Nevertheless, I do very well as a freelance marketing advisor. You see, when you are working with a business advisor, it is not the company that they come from that is important, but the advisor him or herself. Now and again the very fact that I'm able to run the business on my own without the sponsorship of a marketing firm actually attracts clients. They want somebody self-motivated, directed, and decisive. That's exactly who I am.

Of course, merchandising consultants differ considerably in their techniques. Some of them are very careful, driven by all of the scientific data they can get their hands on. Other ones are impulsive, trusting their gut instincts above all else. Even though I tend towards the latter approach, my goal has forever been to combine the two. It is never a good idea to ignore facts that you can utilize, but it is also imperative to trust your own instincts.

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