Adidas work is a must for an entrepreneur. It means literally footwork which he needs to engage himself guided by an entrepreneur’s mind. From a thought to an action is the world’s shortest route to work. To an entrepreneur it is never too long in any situation.
Adidas work comprises of clarifying issues and backgrounds, mapping out partners, collecting market information and seeking potential clientele. It is the necessary spadework in which one sweats and breaks ground digging beneath the surface as deep as the demand asks for. Sometimes it means physical action by getting out and networking or meeting potential customers. Other times it means seeking information from more than just one expert. This may cost euros at the time yet can possibly save them in the future. A business plan can be written in two days however with thorough adidas work it may take as long as two months.
There are entrepreneurs whose daily routines include adidas work. For example, a long time entrepreneur who has the habit of reading morning papers carefully. He often comes up with an idea while reading and will put that thought into action by making several phone calls related to his idea before the lunch break. Another example is of one who glances through web sites in order to find events in which he can join to learn new things, network and meet potential customers.
“I feel” thinking is an enemy of the adidas work. If one goes ahead on the basis of a first impression and what is only seen on the surface, then the decision-making is easy and quick. This type of action works sometimes. However, caution is needed because a foundation built on impulsive decisions may turn out to be very shaky ground. Entrepreneurial work is done with the long term future in mind and one must avoid impulsiveness.
It is worthwhile to begin to avoid the pitfall of “I feel” thinking already when an entrepreneur is considering establishing a company. This initial phase provides an excellent opportunity to come to grips with the everyday working life of an entrepreneur which involves a considerable amount of adidas work.
I know an immigrant entrepreneur who planned to start a textile street level shop in Helsinki. He visited thirty shops with the same trade within two days in order to investigate the supply and the price level of competitors. After his research, he studied his information and planned his next steps. In the following days he went back to discuss a possible co-operation related to products that he will import with five of the shops. Now that is an example of adidas action in research and follow up.
Another example is a Mexican woman who was starting a consultancy business participated in a seminar of Latin-American trade. She contacted the organiser of the event before the occasion, quickly researched those who will join and printed business cards with her face on them. In the seminar, she asked for the floor at an appropriate moment, stood up and said with a loud voice her name and her field of business and presented a sensible question to the speaker. Afterwards she discussed with several participants and gave each of them her business card. She established a contact with an activator from whom she got her first assignment.
Not everybody is willing to do adidas work. It may be because of laziness, boss complex or the lack of courage. In the context of running a business this may have fatal consequences. Good decisions require research and facts in a company. The experience, information, and contacts gained from adidas work provide a solid ground on which it is easier to carefully consider different options and their possible consequences. Adidas work and right decisions go hand in hand.
Mikko Loikkanen
The author, Mikko Loikkanen has a business degree from the Helsinki School of Economics (Aalto University). He has worked in a small leadership role in a big corporation and in a big leadership role in a small company. He has been an entrepreneur since 1995. He has worked in the field of import, business hotel and av&it with his three companies. In recent years he has taught and counselled starting entrepreneurs how to launch their business.