More than ever before, using Last Year to set goals and measure performance can prevent clients from reaching their potential. On the one hand, expenses should be at the raw minimum now so comparing sales to poor performance last year can still be profitable, comforting and uplifting after a tough year. On the other hand, our clients must be making preparations and taking actions to gain market share and to grow their businesses, not simply striving to beat the worst year of retail history in recent memory. That is why planning is critical now more than ever. Our plans are based on a challenging growth strategy, not a declining retail environment.

 
To gain market share take an aggressive attitude. As an analogy, say you have a 15-year-old son who makes it onto the track team. After you congratulate him, would you:

a. Tell him to focus on the fastest runner and measure himself against him?

b. Tell him to focus on the state champion’s times try to match those?

c. Tell him to find the slowest runner and make sure he stays ahead of him?

To win, focus on the best. Champions act like champions. Champions, like great retailers, require great coaching, effective strategies, excellent management and goals that push them to exceed their abilities. If you focus on the slowest runner or your worst year, chances are you won’t be in the winner’s circle. Good luck in 2010!