Opportunity is defined as a set of circumstances that makes it possible to do something. Opportunity comes in many different forms: it can be earned, granted, won and taken. Sometimes it knocks or even calls. Opportunities can be lost, overlooked, missed and for some reason, it never waits. The catch with opportunities is if you don’t have the vision to see it, you will never be able to obtain it. Helen Keller said, “The only thing worse than being blind is having sight but no vision.”
Throughout my life I have been given opportunities, taken opportunities, lost opportunities and provided opportunities. I remember the day I married my wife and she gave me the opportunity to provide, care and nurture her ‘til death do we part. She also gave me the drive to finish my schooling, to always challenge myself and the support to accomplish my dreams. I remember my first “real” corporate job, and Mr. Bridges gave me the opportunity to prove my worth to him, but he also provided me the opportunity to prove to myself that I could do anything I set my mind to. I remember the first employee I hired; I wanted everything to be perfect. I spent hours creating hand books, manuals and training materials, to make sure I was creating a great opportunity for an employee to succeed.
When I started my first business, I quickly realized that opportunity rarely comes knocking, and it is action that generates activity. There isn’t a magic business switch, that once you open your doors and hang a sign, customers will just start calling. You have to get out there and artificially create your own opportunity. I started by looking at my business and the community I live in, and realized I needed a game plan. As the late, great Zig Ziglar would say “If you aim at nothing you will hit it every time”.
I focused on three main areas: community involvement, social media marketing and being the coupon king for my industry. I went out and got involved with the Chamber of Commerce, I attended community events and made monthly visits to all my centers of influence. (A center of influence is a person or organization that has an opportunity to refer your business on a daily basis.) I created a social media marketing campaign and started targeting my service area. I offered discounts for everything: teachers, first responders, seniors, birthdays, your dog’s birthday. I handed out flyers, I sent out mailers and I made everyone a special offer. As George Benard Shaw said “Don’t wait for the right opportunity, create it.”
I found that opportunity favors the well-prepared, the ones who look for it and can recognize it, even when it looks like a problem. Entrepreneurs must always keep their eyes open, and constantly learn in order to be ready when the opportunity presents itself. Victor Kiam said, “Entrepreneurs are simply those who understand that there is little difference between obstacles and opportunity and are able to turn both to their advantage’. If you are a new business owner, thinking about starting a business or just have an entrepreneurial spirit, go out and get involved. Talk to the Chamber, talk to the local business owners, talk to your insurance agent and always
keep an eye open for opportunity.
Marcus Mahling is your local Northshore Farmers Insurance Agent located in Clearlake Oaks. A Lake County resident since 2011, Marcus and his wife Andrea are raising their three young children and are active in the local youth sporting and scouting community. Marcus is a proud member of the Lake County Chamber of Commerce and the Lake County Certified Tourism Ambassadors.
