I wonder sometimes if some business owners just don't get it. Like, you know, that the purpose of business is to make money and stay in business.
I have seen this same scenario over and over and over again over on Shelf Awareness (the independent bookstore site).
Here it is -- see if you can see the lack of logic:
A bookstore goes out of business.
They proclaim how successful they were in event planning.
So I'm going to detail the following entry from today's Shelf Awareness, and use the real names because frankly these people should be called on their lack of critical analysis.
There are a couple of bookstores in Minnesota called Reading Frenzy. They've been around for about 3 or 4 years.
They just closed up shop, saying: "...sales didn't cover costs..."
The very next line is: Reading Frenzy had an "...an extensive schedule of author appearances and creative events,
including mystery dinners, a pie contest, turtle races and the Frenzy
Games (at which "contestants competed for a hundred-dollar gift
certificate in near-death matches of rock, paper and scissors.)""
What conclusion do they draw from this? The owner is quoted as saying she's..."good at events planning and aims to set up a marketing and events planning business."
You just went out of business! How is this successful!!!
The only reason I call this bullshit is -- I see the same exact chain of illogical thinking over and over and over again. It's the common wisdom. It very much reminds me of the same chain of illogical thinking about downtown events. I'm one of, if not the oldest existing business by the same owner in the same location in downtown Bend. I don't do event planning. I'm a thriving business.
But I've talked to so many business owners over the years that are gone, gone, gone. And each of them said, "Events are bad for business on the day they happen. However it is good for business the rest of the time."
I repeat. They are gone, gone, gone, and I'm still here and I'm just going to say it -- they were wrong, wrong, wrong.
But once a certain mindset sets in: "We were fabulously successful in our events. But we made no money." You just can't seem to get rid of it.
It's simple logic. If you can't do simple logic, don't open a business.
Just so you can see that I'm not exaggerating or misrepresenting the lack of logic, here is the original article in full:
"Store Closing, Reading Frenzy.
Founded in Zimmerman, Minn., in 2010, Reading Frenzy opened a branch called Reading Frenzy Corner last April in the new Elk River Area Arts Alliance Building. The
original Zimmerman store closed six months ago, and the Elk River store
closed at the beginning of the month.
Reading Frenzy sold new and
used books and had an extensive schedule of author appearances and
creative events, including mystery dinners, a pie contest, turtle races
and the Frenzy Games (at which "contestants competed for a
hundred-dollar gift certificate in near-death matches of rock, paper and
Sheri Olson, who owned the store with her husband,
Mike, said that sales didn't cover costs, so they decided to close "even
though we'd had a fantastic time and had all these fun events."
silver lining: Sheri Olson said she learned that she's good at events
planning and aims to set up a marketing and events planning business."
Here's the thing -- I've seen the exact same chain of logic -- or lack thereof -- dozens of times over the last few years, and no one seems to see it.
5 days ago