When John Paul DeGoria founded John Paul Mitchell Systems in 1980, he was briefly homeless and slept in an old Rolls Royce in Los Angeles. However, DeGoria and co-founder Paul Mitchell managed to raise some $ 700 and began offering their shampoo door to door.
Today, Paul Mitchell is a company with annual revenues of $ 1 billion. To prove that she was not just lucky, DeGoria co-founded Patron Spirits in 1989 as a hobby, and subsequently created a global market for luxury tequila.
His two main brands, Paul Mitchell and Patron, made DeGoria one of the richest people in the United States with a personal fortune valued at $ 4 billion. DeGoria, who has significant experience in products and marketing, told Forbes four secrets for entrepreneurs who want to create a world-class brand from scratch.
Here they are:
1. Create the best possible product and know that this is the best product. “Believe in yourself and know that you offer great service and a great product that will provide you with repeat orders. You never sell - you try to put it in someone's hands, whether it's a service or a product, knowing it's so good that they'll want to order it again or tell a friend. "
2. Stick to your vision and be prepared to give up. "You will face rejection many times. Be prepared for that. No matter how bad the situation is, don't let it overwhelm and influence you - keep going for what you want to achieve, no matter what… You have to have the same enthusiasm when you knock on door number 100 as when you knock on door number 1. ”
3. Win your first customers again and again. Once a customer says yes, you need to put in a character. Stop by and thank them, make sure everything is okay… You need to pay attention to your first customers - real attention, because it's easier to keep a customer than to win a new one. These people, to whom you pay extra attention, will be your best sources of recommendations, because they will like you and tell someone else. ”
4. Hire one employee to perform different duties - this makes the company more flexible, efficient and clean. "If you hire people, assign them two or three different responsibilities and pay them a little more. If things get worse, you'll never have to fire them. "