    
    =====================================================================
    Volume 2          STRICTLY BUSINESS! BBS NEWSLETTER          Number 3
    =====================================================================
            An Informational Exchange Service For Entrepreneurs, 
                     Managers & Business Professionals
                             Established 1990
                           (614) 538-9250; 8/N/1
    
    In This Special Issue...
    
    - MAILING TO A PERSON OR A TITLE from Mailing List Tidbits
    - FINANCIAL INSIGHTS from Creditors Advisory Bureau
    - Delivery Standards of US Postal Service Tested
    - From The Sysop's Desk: MA*RT & Business Planning Series 
    - YOU'VE GOT PROBLEMS? That's Good! Part II - by Phil Sorentino
    - How To Do Anything You Need To Do  - by Grace Ellis
    - Plus Much Much More including Offers, Helpful Advice, and Creative 
        Ideas.
    

    "You can't escape the responsibility of tomorrow by evading it 
    today." - Abraham Lincoln
    
                    (C)opyright 1992 All Rights Reserved  
    = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = 
    
    
    CONSUMER CONSIDERATIONS...
    According to Morry Weiss, president & chief executive officer of 
    American Greeting Corp., convenience is diminishing in importance to 
    consumers as they lower their demands for service & travel greater 
    distances to reach factory outlet malls and other value-oriented 
    shopping opportunities.  Weiss also said convenience would be among 
    four major shopping factors to decline in importance in the 1990s. 
    (Other 3 are selection, service & brand preference to become less 
    significant factors in the purchase equation.)  Weiss warned 
    retailers not to "be everything to everybody," but to be "focused on 
    your target audience."  Weiss also said retailers in the 90s will 
    need to place greater reliance on information systems. - Source: 
    Convenience Store News, 1/20/92. 

    
    SHOULD YOU MAIL TO A PERSON OR THEIR TITLE?...
    If you are mailing to the head of the company, mail to a contact name 
    at the company.  If, however, you are mailing to someone other than 
    the head honcho, consider mailing ot the title -- or position -- 
    rather than an individual's name. 

    My advice used to be different.  But we used to live in a different 
    world.  Nowadays, companies are down-sizing faster than my old Buick 
    LaSabre.  People are shifting positions, taking on more than one job 
    at a company.  When a large firm goes from 500 employees down to 400 
    employees, you run a 20% chance that the person you're mailing to is 
    no longer with the company.  And because of job shifting and sharing, 
    there's probably a 50% chance the person who had the position last 
    year is no longer doing the same work this year.  I used to advice my 
    customers that, if you had a contact person, by all means mail to 
    that person.  Nowadays, unless your 95% sure of the names on the 
    list, I'm recommending that you drop the contact name and mail to the 
    POSITION rather than the individual.  This, of course, should be done 
    selectively -- any personal friends and people you know to be with 
    the company should be left on the list. 

    This advice, however, has some pitfalls.  In some cases, such as 
    large companies that have a policy of not delivering any third class 
    mail that's not addressed specifically to a person, the mail will 
    never make it to the right place.  But I firmly believe that this 
    case is the exception rather than the rule.  If your envelope is 
    attractive without looking like a standard piece of advertising mail, 
    your message will usually get through.  In any case, there's only a 
    50% chance the person is still doing the same job with the company 
    one year after the list was created.  With this in mind, mailing to 
    the position rather than the individual person has a better chance of 
    being delivered to the right person than mailing to an individual who 
    no longer works there, or who no longer has the decision to buy what 
    you have to sell. 

    Some of your response may drop, of course, since there are some 
    people who will respond only to a mailing addressed directly to them. 
    But your overall hit-rate will increase because your mail will be 
    directed to the right position, regardless of whoever is filling the 
    position this week. 
    
    Excerpted with permission from Mailing List Tidbits, a bi-weekly 
    round-up of new and interesting mailing list and prospect sources, 
    new offers from suppliers, and down-to-earth advice from mailing list 
    professionals, published by Letter Perfect Word Processing Center, 
    Inc., 4205 Menio Dr., Baltimore, MD. 21215.  Phone 410-358-8973, FAX 
    410-764-0324, Toll-Free 800-397-8973. Subscription is $60/year. 
    --------------------------------------------------------------------
    
                         <<< FINANCIAL INSIGHTS >>>

    METHODS OF FINANCIAL STATEMENT ANALYSIS...

    There are four commonly accepted methods of analyzing financial 
    statements.  There processes assist analysts in determining a firms 
    liquidity, solvency, and management efficiency.  In order to gain an 
    appropriate financial perspective, the credit executive must be 
    certain to understand the line of trade in which the business 
    operates, or have some industry specific comparative tool.  The four 
    methods are:  ratio analysis, statement of changes in financial 
    position, percentage comparison, and simple evaluation.  Listed below 
    is a brief description of each. 

    RATIO ANALYSIS

    This method is also often referred to as "Spreading the numbers." 
    Since some statement items have inherent and fundamental 
    relationships, they can be stated as ratios for easier 
    interpretation.  This process makes spotting financial trends 
    simpler.  Typically, ratios are split into three categories:  
    liquidity, solvency, and efficiency. 

    STATEMENT OF CHANGES IN FINANCIAL POSITION

    Based on the accounting equation assets equal liabilities plus net 
    worth, this method can reveal a firm's fiscal policy by the increase 
    or decrease in particular statement items.  It indicates not only the 
    direction of any changes, but quantifies them. 

    PERCENTAGE COMPARISON

    Also known as the 100 percent or common size method.  Within the 
    balance sheet, items are expressed as a percentage of total assets.  
    On the profit and loss statement, items are expressed as a percentage 
    of net sales. 

    SIMPLE EVALUATION

    This technique is not for beginners, as it merely reviews dollar 
    items shown.  After prior fiscal periods have been assessed by the 
    analyst, a comparison of the new presentation is made for a quick 
    appraisal.  This method could be dangerous. 

    
    DELIVERY STANDARDS OF UNITED STATES POSTAL SERVICE TESTED
    ---------------------------------------------------------
    The US Postal Service has delivery standard for first class mail 
    which in general can be described as: 

    * Next day service in the same metro area
    * Two-day service within 600 miles
    * Three-day service beyond 600 miles

    These standards are especially important to the business community at 
    large, and have significant relevance to financial professionals.  
    The expression "Time is money" can best be measured by how long "The 
    check is in the mail."  

    In a recent test, 1000 properly addressed letters were mailed between 
    72 locations in all 50 states.  Twenty five percent of the mailings 
    arrived late.  Worse yet, twenty percent of those letters arrived 
    three days or more beyond the postal service's delivery guarantee. 

    The American Bankers Association estimates that businesses will lose 
    $1 billion a year in interest and that consumers would pay an 
    additional $135 million a year in interest if all mail arrived late. 

    The postal service itself acknowledges that 1 in 5 first-class 
    letters arrive late.  They don't report how late or how many pieces 
    are lost.  By comparison, United Parcel Service delivers 93% of its 
    packages on time.  By introducing additional automation within 
    service centers, the postal service hopes to improve its efficiency. 
    Their goal is to have machines sort mail so carriers spend more time 
    on delivery routes.  The system currently employs 730,000. 

    The independent study provides the following tips for working around 
    the postal service's weaknesses: 

    * Use five digit ZIP codes - The study revealed that nine digit Zip 
    letters were late 36% of the time compared to five digit Zip letters 
    which were late 23% of the time.  Always write the Zip code in large 
    numbers and not too close to the bottom of the envelope. 

    * Don't use street mailboxes - They proved to be the least desirable 
    starting point.  29% of mail sent through street mailboxes arrived 
    late compared with 23% dropped off at the post office itself. 

    * Be sure to get the ZIP code exactly correct - 82% of letters with 
    the wrong ZIP codes and 50% without ZIP codes arrived late. 

    Excerptedwith permission from CREDITOR PERSPECTIVES, A Creditor's 
    Advisory Bureau Publication.  For subscription information, call 
    (614) 442-0994, or write P.O. Box 21497, Columbus, OH 43221-0497. 
    (Strictly Business!BBS members receive a discount!  See your 
    Membership Directory (pg. 24) for further information.) 
    ---------------------------------------------------------------------
    
    TOP SELLING CHOCOLATE CANDIES...
    M&M/Mars and Hershey Chocolate Co. crowd other chocolate manufactures 
    out of the top ten listing (based on distributor sales).  Combined, 
    they control around 70% of the $8.7 billion U.S. candy market. 

    How did your favorite chocolate snack do?

    1.  Snickers (M&M/Mars)
    2.  Reese's Peanut Butter Cups (Hershey)
    3.  Peanut M&Ms (M&M/Mars)
    4.  Kit Kat (Hershey)
    5.  Plain M&M (M&M/Mars)
    6.  Hershey Almond (Hershey)
    7.  Snickers King Size (M&M/Mars)
    8.  Milky Way (M&M/Mars)
    9.  Twix Caramel (M&M/Mars)
    10. Nestle Crunch (Nestle)
    
    
    FRANCHISER SAY MANY OF THE INQUIRIES are coming from "corporate 
    dropouts" and laid-off workers interested in trading careers with 
    large companies for the chance to own a business.  As a result, sales 
    of franchises have increased over the past six months compared to the 
    same period last year, says Francorp, Inc., a franchise consulting 
    firm, who conducted the poll. 
    
    SECRET'S OF BECOMING RICH...
    Revealed by John D. Rockefeller, they are:
    1 - Go to work early
    2 - Stay at work late
    3 - Find oil.
    
    "The ideas I stand for are not mine.  I borrowed them from Socrates. 
    I swiped them from Chesterfield.  I stole them from Jesus.  And I put 
    them in a book.  If you don't like their rules, whose would you use?" 
    - Dale Carnegie 
    ---------------------------------------------------------------------
    
    FROM THE SYSOP'S DESK....
    -------------------------
    
    MA*RT - New Marketing Statistics Service Available On SB!BBS...
    ---------------------------------------------------------------
    What is MA*RT?  It is an acronmy for Market Audience - Readership 
    Traffic.  It is the largest and most accurate measurement of consumer 
    behavior.  It is a true single-source measurement with all responses 
    coming from the self-same consumer.  It is a leader in the 
    application of computer intensive statistics, human factors 
    engineering, and computer-controlled sampling technology to measure 
    consumer behavior. 
         
    How MA*RT Can Help Your Business?
    ---------------------------------
    If your business sells a product or a service to the end consumer, 
    then you need to either find more of them or get the ones you have to 
    buy more -- with the least amount of money. 
 
    MA*RT gives you the tools to:
 
      - Find the most responsive target market

      - Find out these consumers' demographics, shopping preferences
        motivations, geographic area, and more

      - Find out the most effective and cheapest way to REACH them

      - Find out which consumers you are missing and how to reach THEM


    With MA*RT, you can find out where people are shopping, where they 
    live, what types of offers they respond to, how many people make up a 
    particular target market, what radio, TV, and newspapers they use, 
    their financial affairs, what cars they drive, what they are planning 
    to buy, and much more. 

    MA*RT is a non-commissioned, non-proprietary study -- no names are 
    collected. 
    
    Be sure to check out MA*RT. The sample reports are FREE...and 
    exclusively on SB!BBS!  If you wish to contact Stuart about Impact 
    Resources, you can reach him at (614) 268-4445 (voice). 
    
    NEWEST SPONSOR OF SB!BBS
    ------------------------
    SB!BBS welcome The Corner Analyst as our newest Sponsor of SB!BBS.  
    Gene Berger, who resides in Pataskala, OH., became our second Sponsor 
    after only being a member for about 1 month.  Gene has already 
    contributed a lot of software programs, plus answered questions in 
    our Conferences.  You will be seeing a lot more of Gene as he becomes 
    even more active on the BBS.  

    Services provided by Gene include Financial Analysis which includes 
    periodic assistance, buy/sell decisions, and capital restructuring & 
    reorganization plans.  He also can help you write a business plan, a 
    mini-business plan, loan proposals & equity offerings.  Besides all 
    these services, he will also help you with hardware and software 
    purchasing (completely objective), accounting software & custom 
    computer programming.  He can be reached at (614) 927-8994.
    
    BUSINESS PLANNING SERIES COMING SOON!...
    Gene will also be writing a monthly series called A GUIDE TO BUSINESS 
    PLANNING.  If you are considering writing a plan or need to refocus, 
    this series will help you tremendously.  And as always, he's 
    available for consultation online! Look for the insightful and 
    valuable information to be included in our next SB!BBS Online 
    Newsletter.  And as always, our newsletters are just a phone call 
    away, and free!  Read or Download the current and previous issues 
    when you access SB!BBS. 
     
    
    SB!BBS OFFER TOMCAT!Mail Packer....Be sure to utilize Tomcat! to 
    download and upload messages.  There are dozens of business-related 
    discussions on a multitude of topics, short informative messages that 
    offer concise business advice to help you!  There's a wealth of 
    information available for the access.  Read the mail offline using an 
    offline reader (SLMR, OLX, or any reader that understand .QWK packs), 
    respond, then upload your replies. Its a real money-saver for long 
    distance callers, time saver for everyone,  and allows you to 
    participate cost-effectively.  Tomcat! is also great for picking up 
    new bulletins and file names for future reference, too.
    
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       a normal business expense on Schedule C under Other Expenses. 
      
    
    100% of all the money received by you is put directly back into 
    Strictly Business!BBS. 
    
    FREE! Available for downloading is our Strictly Business! Success 
    Catalog offering publications, audio and video tapes, and film strips 
    on business-related topics such as entrepreneurship, management, 
    sales, plus much, much more!  To access our Catalog, download 
    filename: CATALOG.ZIP.  It includes the catalog and ordering form.  
    By ordering from our Catalog, you help yourself and Strictly 
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    to be educated, there is something for your in the Strictly Business! 
    Success Catalog.  (And members receive a 10% discount - see Bulletin 
    #1 on SB!BBS for details on how you can join SB!BBS and benefit even 
    more!!). 
    ---------------------------------------------------------------------

    
    FINANCIAL CONSIDERATIONS WHEN PURCHASE YOUR NEXT COMPUTER...
    
    Your business is growing, and now you find yourself in a situation 
    where you need to purchase a new computer system.  Your options most 
    likely include paying cash, borrowing, or leasing.  There are some 
    pros and cons to each option, which is outlined below. 

    Borrowing - It is usually cheaper than leasing, and it affords you 
    the opportunity to depreciate the equipment, but it also shows up as 
    a liability on your balance sheet, may keep you from being able to 
    borrow for other purchases (over extend yourself), and you may be 
    stuck with computer equipment that is outdated within a year or two. 

    Leasing - This may be your best option if you're concerned with 
    computer obsolescence.  Also, it may not be a liability on your 
    balance sheet, and frees up your credit line for other emergency 
    purchases.  Leasing is usually the most expensive option, and penal-
    izes you if you try to back out of the lease.  If you expect rapid 
    growth within the next year, this could be your best choice for the 
    long run. 

    Cash - Paying cash relieves you from paying interest or penalties, 
    plus enables you to depreciate the computer equipment, which could 
    add up to even more savings.  The downside is, as with borrowing, the 
    equipment could become obsolete.  You also could deplete your cash 
    funds which might be needed for emergencies or other projects. 
    
    
    LOOK TO YOUR PHONE COMPANY to help you save money on phone calls.  By 
    studying usage reports, offered to small businesses by most of the 
    major long-distance companies, you can look for ways to save money on 
    phone calls.  For example, regular monthly reports, often offered at 
    no extra charge, can list call totals for each employee, call totals 
    to specific area codes, average call lengths, and more. Contact your 
    long distance carrier for further information. 
    
    
    IF YOU ARE HAVING TROUBLE JUST SURVIVING...in today's economic 
    uncertainty, a guide entitled "Surviving Hard Times" offers help.  
    The publication addresses such concerns and how to handle a financial 
    crisis, coping with a job layoff, spiraling college costs, eating 
    well, and travel on a shoestring.  The guide is available for $5 from 
    Coastal Communications, 3700 Carlyle Close, Suite 850, Dept. 066TM, 
    Mobile, Ala. 36609. 
    
    "To accomplish great things, we must not only act, but also dream, 
    not only plan, but also believe." - Anatole France
    ---------------------------------------------------------------------
    
                    Y O U' V E  G O T  P R O B L E M S ?
                            T H A T' S  G O O D !
                                  (PART II)
    
                                     by
                               Phil Sorentino
                             Senior Consultant,
                           Humor Consultants, Inc.

    In the past issue we discussed ways to develop our PMA (Positive 
    Mental Attitude).  Now that we've got a PMA, how do we maintain it? 
    
    The maintenance of our attitudes is a daily process.  As we clean our 
    bodies every day, we must clean our minds every day.  Allow me to 
    suggest the acronym SIP (self-improvement program) as a daily 
    spiritual and mental shower. 
    
    The S Stands for Sales.  We are all salespersons.  Selling today has 
    become more crucial to the success of your business than ever before 
    because of the increase of competition.  The old concept that a 
    salesperson is an overly aggressive, and possibly obnoxious 
    individual is being replaced by a new image.  

    A salesperson is someone who matches a need with a service in the 
    most positive way possible.  Someone who truly cares for their 
    customers.  "I don't care how much you know, until I know how much 
    you care."  This is what your customers are saying to themselves when 
    dealing with your business.  Whether you are selling services to your 
    customers, policies to your staff, or new ideas to your directors, 
    your use of the selling skills, and your proficiency at them will 
    have a direct effect on your success.  Consequently, you should take 
    at least five minutes a day to learn to become a better salesperson 
    and communicator.  A few excellent books on the subject are:  THE 
    GREATEST SALESMAN IN THE WORLD by Og Mandino; HOW TO WIN FRIENDS AND 
    INFLUENCE PEOPLE by Dale Carnegie; SUCCESS AND GROW RICH THROUGH 
    PERSUASION by Napolean Hill and E. Harold Keown; and HOW I RAISED 
    MYSELF FROM FAILURE TO SUCCESS IN SELLING by Frank Bettger. 

    I REPRESENTS INSPIRATION. Only you know what inspires you, so find 
    out what does and do it.  The Bible may be your source of 
    inspiration, helping the less fortunate, reading the success stories 
    of individuals who have overcome handicaps and obstacles, being with 
    your loved ones, or even a physical fitness program.  All of these 
    can be inspirational.  The word inspiration comes from the Greek word 
    meaning to 'breathe life into.'  Inspiration is the breath of life 
    itself. 

    Finally, P REPRESENTS THE STUDY OF YOUR PRODUCTS AND YOUR PROFESSION.  
    The business world is changing rapidly, so this is a never ending an 
    very exciting task. Find the trade and business publications that you 
    enjoy most and recognize the principles that can be used in your 
    business.  Relate them to your business.  Assimilate and make them a 
    part of your business, then act on them. Use your selling skills and 
    your inspiration to apply these ideas. 

    Throughout history people have always been short-sighted.  WHEN 
    THINGS ARE GOOD THEY NEVER EXPECT THEM TO GET WORSE AND WHEN THINGS 
    ARE BAD THEY NEVER EXPECT THEM TO GET BETTER.  General George Patton 
    addressed this problem by saying, "Nothing is ever as good or bad as 
    it seems."  One of the responsibilities of your business is to show 
    the community that things are not as bad as they may seem. 

    To accomplish this will involve great strength, courage, 
    determination and skills in solving all types of problems.  In 
    addition to SIP, is your mental shower for the development and 
    maintenance of a Positive Mental Attitude?  I hope this will assist 
    you in organizing your thoughts for the achievement of these vital 
    tasks. 
    
    Written by Phil Sorentino.  Phil is a senior consultant with Humor 
    Consultants, Inc.  He is a featured guest speaker on WSNY-FM (Sunny 
    95) on Monday mornings.  He is past president of the Ohio Speakers 
    Forum and the Columbus Chapter of The Entrepreneurship Institute.  He 
    presently provides leadership, sales & motivational training seminars 
    for major corporations across the U.S.  For further information about 
    Humor Consultants, please call (614) 436-7009. 
    ---------------------------------------------------------------------
    
    ONCE UPON A TIME...
    Once upon a time there was a volunteer organization with four members 
    named...
    EVERYONE, SOMEBODY, ANYBODY, and NOBODY.  There was an important job 
    to be done and EVERYONE was sure that SOMEBODY would do it.  ANYBODY 
    could have done it.  But NOBODY did it.  SOMEBODY became angry about 
    that, because it was EVERYBODY'S job.  EVERYBODY  though that ANYBODY 
    could do it, but NOBODY realized that EVERYBODY wouldn't do it.  It 
    ended up that EVERYBODY blamed SOMEBODY when NOBODY did what ANYBODY 
    could have done. 
    ---------------------------------------------------------------------

                     HOW TO DO ANYTHING YOU NEED TO DO
                     ---------------------------------
                               By Grace Ellis

    Have you ever met someone who's able to sift deftly through a mirage 
    of activities and seemingly always choose the most effective ways to 
    reach his goals?  What is it that directs these people?  What radar 
    are they turned in to that guides them like a bat through a cave at 
    midnight? 

    Whether these superstar individuals carefully plan their progress or 
    just instinctively do the activities that produce results, they all 
    do some similar things.  Here are some of them: 

    *  The achievers have one immediate purpose.  And they focus every 
    effort on achieving that purpose.  Each successive immediate purpose 
    leads directly to a longer range objective.  It's like climbing a 
    staircase. Their long-range goal sets the direction, but their 
    attention is zeroed on getting to the next step. 
 
    *  They are focused on their goals that every communication -- words 
    and activities -- reinforce or help them achieve their objective.  
    There is rarely a time that they aren't thinking about their goals or 
    doing something to reach them.  Some of the questions they ask that 
    help them zero in on their goals are: 
  
    1 - Why am I going to this place?  This saves all kinds of wasted 
    trips. 
  
    2 - What do I need to accomplish when I get there?  This narrows the 
    conversational visits and re-focuses attention on the purpose of the 
    visit. 

    3 - Why do I want to talk to this person?  Ask this to focus your 
    thoughts back on the reason why you are interrupting this person's 
    day. Small talk is vital to showing personal interest in business, 
    but you do want to remember why you're in this person's office when 
    there's a break in the small talk. 
 
    4 - Why do I need to write this letter (memo)?  This will decrease 
    your paperwork load as few thing will.  When a telephone call will do 
    just as well, forget the extra paperwork.  Phone calls show immediate 
    effort, personal interest and quicker, result-oriented thinking than 
    letter writing. 

    If you choose to strive for leadership in your business field, here 
    are a few leadership traits the best leaders share: 
 
    1 - Never-failing courage.  The only sound way to build courage is to 
    have such a knowledge of your work and of your abilities that you 
    genuinely know how to effectively respond to nearly every crisis that 
    could arise.  This requires constant and attentive mental practice 
    and learning daily.  Nobody wants to follow a leader without courage. 
  
    2 - Decisiveness.  This grows out of courage based on knowledge.  You 
    can only be decisive when you thoroughly understand your work.  
    Again, a follower want to follow someone who's sure of himself.  Even 
    when a leader's decision isn't the best choice, the followers will 
    accept it and continue following him if he's sure of himself.  They 
    figure it's part of his plan and he'll find a way to make the 
    decision good. 

    3 - A clear sense of fairness for your employees, customers, your 
    competition and yourself. 

    4 - A well-laid, definite plan.  If a person doesn't have a plan, 
    he's a guesser only occupying a leadership position.  And a plan 
    takes definite work and clear thought.  The plan has to be 
    achievable.  It's your road map for action and achievement. 

    5 - A leader has to assume full responsibility for the outcome of his 
    own choices and the outcome of any choices made by his people,  with 
    or without his knowledge or concent.  Placing blame or shifting 
    responsibility isn't an option for a leader. 
 
    6 - Cooperation and getting others to cooperate with you.  Without 
    giving and receiving cooperation there's no power in leading.  There 
    is a lasting power only in voluntarily cooperative effort of a people 
    led by a leader of their choosing. 
    ---------------------------------------------------------------------
    Resource Box - The following books are available at your local 
    library: LEADERS by Warren Bennis and Burt Navis; WINNING STRATEGIES 
    IN SELLING by Roger Staubach; EFFECTIVE COMMUNICATION ON THE JOB by 
    Marting, Finley and Ward. 
    ===================================================================== 

    Strictly Business! Online Newsletter is published regularly as a 
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    business development for inclusion in an upcoming issue of this 
    online newsletter, please contact Bruce Kullberg, Sysop, Strictly 
    Business!BBS.  
    
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