A great inspirational story from an inspiring author (and new friend), best selling NYT Author Laurence Haughton (His website is www.laurencehaughton.com – Go buy his books)…

It’s about strategy and the emphasis on elaborate planning:

Planning ten moves ahead isn’t all it’s cracked up to be in business, or in chess.

A New York City amateur challenged one of the most renowned chess masters to a match.  Amazingly, the amateur won.  The crowd couldn’t believe it.  “How could a master lose to such an inferior opponent?” they wondered.

“How far ahead can you plan your strategy?” someone asked the master.

“Ten moves,” he answered, impressing everyone.

“And how far do you plan ahead?” the local man was asked.  “Only one move,” he replied.

This was even more astonishing than the match results.  How could a player who only plans one move at a time defeat another who can strategize ten moves ahead?  The New York City amateur, sensing the question, explained, “I may only plan one move ahead – but it is always the best move.”

Ronn Torossian

5WPR

This past week was a 7-day work week. Saturday night and all of Sunday, I was glued to my desk dealing with end of month activity reports, client crisis matters and general catching up. All of this hard work has me tired to the bone.

This weekend for some reason I was reminded of my days and years sweating away at a Bronx pizzeria, where I worked straight through from 1986 at the age of 12 making $2 an hour, until my post college rate of $6 an hour (although with tips often came out to more than $20 an hour). I worked a few months full-time to my mother’s chagrin as a college graduate delivering pizza.

When I reflect upon that experience, I realize the many life and business lessons I learned while working in this immigrant-owned, local Italian Bronx pizzeria, including:

• If you were on the schedule, you showed up to work no matter what because the team depended on you.
• I learned the value of hard work by sweating next to an oven for hours and hours - There was no task too big or small. If it needed to get done, I made sure to take care of it.
• During the Pre- Giuliani NYC Era, I always needed to be alert and move quickly amidst the hysteria of the Bronx.
• My boss taught me at a young age that the customer isn’t always right. He used to tell me “if they can’t pay, tell them to get out.”

I could go on about the many things I learned from the thousands of working hours I logged at a young age, but what it really boils down to is …there is nothing like hard work, and that translates to the success of our PR agency as well.

Ronn Torossian

5WPR

During this morning’s monthly networking meeting at 5WPR, Laurence Haughton, a New York Times bestselling author, told an inspirational story that serves as a great lesson to entrepreneurs.

The story which captivated twenty of us:

In 1949, 13 firefighters lost their lives at Mann Gulch. In 1994, 14 more firefighters lost their lives under similar conditions at South Canyon. In both cases, these 23 men and four women were overrun by exploding fires when their retreat was slowed because they failed to drop the heavy tools they were carrying. By keeping their tools, they lost valuable distance that they could have covered more quickly if they had been lighter. All 27 perished within sight of safe areas. The question is, why did the firefighters keep their tools?

The imperative, “drop your tools or you will die,” is something businesses today should watch, and know.  “Dropping one’s tools is a proxy for unlearning, for adaptation, for flexibility, in short, for many of the dramas that engage organizational scholars,” according to Haughton.

Apparently, Karl E. Weich studied the conditions for smokejumpers during tragically difficult fires, and throughout interviews discovered that smokejumpers who survived very dangerous fires were those who dropped their equipment in the midst of the fire.  The smokejumpers who held onto their equipment were killed, and those who dropped their equipment survived.

Lesson for entrepreneurs:  Know when to drop heavy unnecessary baggage, and always be prepared to adapt to situations as they develop.

Interesting food for thought for this owner of a PR agency.

Ronn Torossian

5WPR

The first two weeks of 2010 have been crazy and hectic.  I don’t see this as an indicator of economic recovery, but I do think people have finally woken from the two-week holiday hibernation… and apparently they are thinking Public Relations.

Amazingly, I have left uncompleted work on my desk at the end of the day.  It is a lot of work, but amazing, fun and rewarding… PLUS burning off steam at the gym always makes it easier.

Here are this week’s highlights:

• Last night, had dinner at Nobu 57 with a client, the CEO of a $10 Million company, for whom we serve as PR Agency of record, who verbatim told me, “No individual person or company has had the effect on his business’ valuation like 5WPR.  From media coverage to raising the brand to strategic business introductions, you and your company’s energy knows no boundaries. Thank you.”

• I meet with Laurence Haughton, the author of one of my all-time favorite business books, “It’s Not the Big That Eat the Small… It’s the Fast That Eat the Slow - How to Use Speed as a Competitive Tool in Business.” While chatting in my office, he shared fascinating stories of success with me—stories that transcend the traditional teachings of business schools.  If you haven’t read the book yet I urge you to read it immediately.

• This week I spent a significant amount of time pitching clients to the media, which I do every week because I strongly believe you can’t tell a client’s story if you don’t personally interact with the media.

Ronn Torossian

5WPR

With the combination of a work-focused weekend, an arduous Monday, and a seemingly merciless economy, I often feel this year, the seventh year of my PR firm, resembles the first.  It has been a continual hunt for clients and media, and the war wages on.  Its grueling work, but I never forget, it’s also fun and rewarding.  I am reminded every day how important it is to have passion for what you do and I strive to create this environment for my clients and staff.  

Today, I hosted a great networking event, which was keynoted by my client, friend and prominent immigration attorney, Michael Wildes, the Mayor of Englewood, New Jersey. He gave a fascinating and enlightening presentation about the state of immigration in the US, and the politics of immigration. 

On a final note, I am happy to launch 5W’s new website today (www.5wpr.com), and remain very invigorated about a number of fascinating client initiatives which we are working on.

Public Relations is a continually evolving business, but its never dull.  Bigger and better – 5WPR – October 2009.

Ronn Torossian

5WPR

This weekend was my favorite Jewish holiday, Simchat Torah.  It is a celebration which marks the annual conclusion of Torah readings (Bible), and the beginning of the new cycle. This year marks personal and professional milestones.  During the year I turned 35, and we are approaching the 7 year anniversary since I founded 5WPR, which is now 1 of the 25 largest PR agencies in the US. 

Recent introspection has led me to want to share a few lessons.

·         Peace with yourself is something which is key to all personal and professional success.  Having made 40 under 40 lists, Inc. 500 lists and the like, professionally I have always sought more and continue to do so. During these tough economic times, and other trials and tribulations its become increasingly important for me to understand Ecclesiastes 3:1-8: For everything there is a season, And a time for every matter under heaven: A time to be born, and a time to die; A time to plant, and a time to pluck up what is planted; A time to kill, and a time to heal; A time to break down, and a time to build up; A time to weep, and a time to laugh; A time to mourn, and a time to dance; A time to throw away stones, and a time to gather stones together; A time to embrace, And a time to refrain from embracing; A time to seek, and a time to lose;  time to keep, and a time to throw away; A time to tear, and a time to sew;  time to keep silence, and a time to speak; A time to love, and a time to hate, time for war, and a time for peace.

Interpret as you see fit for you.

Run Your Own Race At Your Own Pace – Compare yourself to yourself. I like to surround myself with like minded, positive driven people but I have come to realize I have to move at my pace and run my race at my pace. My world is made up of great people who do and accomplish the impossible and I want to continue to set the bar as high as I can.  One has to do what is best for them and what makes them comfortable in their own skin. By comparing your success to yourself, you can truly achieve the greatest professional success.
 

Do Right for yourself.  Care about you and do what is best for you, or no one else will.  Treat the people you care about well, but worry about yourself and take care of yourself first.
“Never give in, never give in, never, never, never, never - in nothing, great or small, large or petty - never give in except to convictions of honor and good sense. Never, Never, Never, Never give up.” (Winston Churchill).

Work hard and do right.
Ronn Torossian

5WPR

Here are some quick, off-the-cuff thoughts from an extremely busy day. Although none of these are particularly ground-breaking or original, they are rules I always try to follow:

·        When things get hectic, allow yourself 3 seconds before answering a question (count in your head: one, two, three…) It allows you more clarity.

·        When speaking on the phone in your office, stand up. It gives you more authority.

·        Get out of your office and out of your comfort zone more often. Meet people face to face, move around and network. 

Random musings from a PR agency owner.

Ronn Torossian

5WPR

As I get older and mature into adulthood, I find myself becoming increasingly more religious and certainly more spiritual. This brings me increased inner peace and, I believe, many blessings including business and financial success.  It’s enjoyable and gives me a natural high.

Last night, my Rabbi hosted a pre Rosh Hashanah (Jewish New Year) service.  I had the opportunity to join nearly 1,000 men for special blessings from the Rabbi.

·        Exchanged business ideas with one of NYC’s “social staples” and a very prominent business person as we waited an hour or so for the Rabbi.  This individual (who I have admired via the media for a long time) shared some spiritual secrets in balancing life and business commitments.

·        Sat with a South American who moved here last week with his 3 children and a “war-chest” of $200 Million to invest in real estate in the next year.  He told me that although he had made one major mistake last year with a purchase, he believes fortunes will be made in the next 2 years.

·        Listened to some fascinating stories from the Bible and practiced some ancient, and modern traditions.

Increasingly, I find that these practices allow me to focus more in every aspect of life, of course including business.  Entrepreneurs and business people of all walks of life need to find their escape and serenity.  After leaving the synagogue, I worked until after midnight cleaning up e-mails and organizing some necessary work for the morning.

I heard Jay Z’s inspiring new album playing via Youtube.  Empire State of Mind is an amazing song, and is wholly on a different level.

As a New Yorker and entrepreneur owning a PR firm, the lyrics are really a source of inspiration to me: “In New York, concrete jungle where dreams are made of, There’s nothing you can’t do, Now you’re in New York, these streets will make you feel brand new, the lights will inspire you, lets hear it for New York, New York, New York.”

Escape and serenity of a different sort.

Ronn Torossian

5WPR

“Life is change. Growth is optional. Choose wisely.”

- Karen Kaiser Clark

“Change is inevitable. Change for the better is a full-time job.”

- Adlai E. Stevenson
1900-1965, American Lawyer, Politician

“The whole course of human history may depend on a change of heart in one solitary and even humble individual - for it is in the solitary mind and soul of the individual that the battle between good and evil is waged and ultimately won or lost.”

- M. Scott Peck  

“Fate, is an excuse for why we end up where we do! Our ‘Actions’ predetermine our Destiny, our ‘Reactions’ seal that fate!”

- Carl Stoynoff
poet/philosopher

Ronn Torossian

5WPR

“This is the beginning of a new day. You have been given this day to use as you will. You can waste it or use it for good. What you do today is important because you are exchanging a day of your life for it. When tomorrow comes, this day will be gone forever; in its place is something that you have left behind…let it be something good.”

Ronn Torossian

5WPR