Courtesy ProgressOhio on Flickr
Next to BP, Wal-Mart is probably one of the most vilified corporations today.
The world’s largest retailer has been widely criticized for putting local merchants out of business, running suppliers to the ground and employing questionable labor practices.
Which is why I was shocked when I saw Gary Hirshberg, the founder and CEO of Stonyfield Farms—a producer of organic yogurt—in the documentary “Food, Inc.” talking about how he’s now selling his product to Wal-Mart.
What??!!
Why would a well-known environmental activist and leader in the organic movement agree to sell his product to what so many perceive to be the world’s most evil corporation?
I couldn’t believe it. But then he finally explained his reasoning. And I had to marvel at his genius.
Quite simply, Hirshberg sees Wal-Mart as a great vehicle to furthering organic farming. He explained that by selling to the world’s largest retailer, he’ll be able to move a TON more product. And for every cup of organic yogurt Wal-Mart sells, that’s one LESS cup of yogurt sold that was produced through traditional methods.
Essentially, Hirshberg is using Wal-Mart to help replace traditionally produced products with organic products made using sustainable agricultural practices.
Here’s a guy who’s committed to helping the environment and actually has the means to do this in a large scale. And in a very creative way.
Whether you agree with any of this or not (and whether you question his motives), there’s a lesson here for all freelancers, consultants and solopreneurs: There will be times when we have to use unpopular methods to reach an important business goal.
I’m not talking about being unethical or dishonest. I’m talking about using approaches we’d rather not use in order to develop a new skill or get some experience in an area we want to learn more about.
When you’re just launching your solo business, that may mean doing some work for almost nothing in order to create some samples or success stories. Or offering to do a project for a discounted rate in order to start building a track record in a new service area.
Or maybe even agreeing to take on a project for a good client when you’re booked solid…because you know it would probably go to a competitor otherwise (and you don’t want to take that chance).
It’s certainly true that many of us make these sacrifices for nothing. Had we stepped away from the situation and considered all the options we would have found a better way.
Maybe the client would have paid full price. Or waited four weeks for our schedule to clear up. But every once in a while there’s an opportunity we can’t pass up. The equivalent of the Wal-Mart thing.
And when it comes our way, we need to recognize it for what it is…and do what’s best for the long-term benefit of our business.
What do you think? What “unpopular” decisions have you made in the past that have paid off well in the long run?
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Ed Gandia is co-author of The Wealthy Freelancer: 12 Secrets to a Great Income and an Enviable Lifestyle (Penguin/Alpha). To grab 3 free chapters of his book and a complimentary copy of his Freelancer’s Income Expander Kit (containing 4 reports worth $126), visit www.TheWealthyFreelancer.com/bonus
{ 5 comments… read them below or add one }
I stopped blogging for about a year. I know that blogging is important to branding, traffic, etc, but my old blog was doing more harm than good. I’ve spent the last six months listening, reading and absorbing instead of speaking my mind – saving all of my writing output for my clients. My client list hasn’t increased or decreased, and I’ve learned quite a few things that I wouldn’t have considered otherwise. I am going to restart my blog smarter and with my new techniques.
Thanks for the great blog and great book you guys! You are a wealth of real information in an industry that leans toward hyperbole and fluff.
Thanks for your comments, Courtney! Sounds like you know exactly why you’re doing what you’re doing, which is the key message here. All the best to you!
Three years ago, I dropped out of the networking circuit and decided to focus my business outreach efforts on cold calling. Yup, that’s right. Cold calling. E-e-ew-w-w!
To my amazement, calling strangers and asking them for their business has turned up the most lucrative clients I’ve ever had.
Pure B.S.!!
He is selling to WallMart because of $$$.
Exactly the same reason everyone else is selling to WallMart.
You can’t really compare this “decision” to other kinds of unpopular decisions people have made in their businesses.
Martha – Good point! Goes to show that it pays to try a few different approaches to see what works for us. My philosophy is to first learn and practice the rules. Then… break them! Adjust, refine, repeat.
Danika – I merely used this Wal-Mart example to illustrate the fact that sometimes we have to do things that may not be that enjoyable or profitable in order to achieve a bigger, long-term goal. Of course, you have to draw the line somewhere. You don’t want to go against your values, morals or personal rules. So I understand where you’re coming from regarding Wal-Mart, but this was only an example — not a discussion about their business practices or those of Stonyfield’s.