Even the biggest businesses spend a fortune on mistakes by not recognising simple

answers to situations. Here are a couple of examples where, once you read the answer,

you will realise just how simple the solution actually was, except they didn’t see it until it

was too late or pointed out to them. How much money, time and energy are you

prepared to waste over the course of your career on these mistakes and lost

opportunities, when such a Handbook is available to guide your along the way? Learn

When NASA began the launch of astronauts into space, they found out that the pens

wouldn't work at zero gravity (ink won't flow down to the writing surface). To solve this

problem, it took them one decade and $12 million.

They developed a pen that worked at zero gravity, upside down, underwater, on practically

any surface including crystal, and in a temperature range from below freezing to over 300

degrees C.

And what did the Russians do...?? They used a pencil.

One of the most memorable case studies on Japanese management was the case of the empty

soapbox, which happened in one of Japan's biggest cosmetics companies. The company

received a complaint that a consumer had bought a soapbox that was empty. Immediately the

authorities isolated the problem to the assembly line, which transported all the packaged

boxes of soap to the delivery department. For some reason, one soapbox went through the

assembly line empty. Management asked its engineers to solve the problem. Post-haste, the

engineers worked hard to devise an X-ray machine with high-resolution monitors manned by

two people to watch all the soapboxes that passed through the line to make sure they were

not empty. No doubt, they worked hard and they worked fast but they spent an astronomical

amount to do so.

But when a rank-and-file employee in a small company was posed with the same problem,

he did not get into complications of X-rays, etc., but instead came out with another solution.

He bought a strong industrial electric fan and pointed it at the assembly line. He switched the

fan on, and as each soapbox passed the fan, it simply blew the empty boxes out of the line.

Case 3.

A situation faced by the author several years ago:

A sales person was trying to sell advertising space on an A4 sticker that was supplied to

households, suburb by suburb, to be placed on the front of every phone book. The sales

person was very convincing regarding the cost effectiveness of this advertising and told how

every person would repeatedly see your studio name every time they went to their phone

book. It sounded like a good idea; however, I was a big believer in using other people’s

money to see if things work.

I asked to borrow several different stickers he had with him (to show my spouse) and

promised to get back to him the next day. I then phoned every advertiser on each of the

stickers and asked them how their advertising went and did they feel they received good

value for money. They were not only very unhappy with the results but often were abusive

until they realised that I was just asking for feedback, not trying to sell them more

advertising. According to every person on each of the three stickers (36 businesses) it was a

giant flop. I was glad that I didn’t just jump in – to see how it would go! How often do

businesses- just give it a try without asking others of their experiences? This can become a

very costly way to advertise.

I trust the above little morsel of information will also save YOU many thousands of dollars in the future

with your business advertising. Isn’t it simple after the answer has been pointed out?

After reading through the Table of Contents, you should appreciate that The Professional

Photography Handbook for Success is a veritable wealth of information for any

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