brick wall
Photo Credit john.duffell

There’s a seldom told story about The Terminator, Mr. Schwarzenegger himself. I’d like to shed a bit of light on this story today.

When Arnold Schwarzenegger moved to the USA from Austria he and a friend started a brick laying business. The business did okay. Not that successful. They had a few jobs here and there, but mostly sparse. They didn’t maximize their potential or get to flex their bricklaying muscles too often.

Then, the “Austrian Oak” had an idea.

He renamed his company to “Austrian Bricklayers” and they subsequently raised the prices.

Now you may be thinking, “his business wasn’t working, so he changed the name and jacked up the prices?” Yep. He did. And guess what happened?

Austrian Bricklayers shifted target markets opening up a new customer perception of his business. Thus, business started booming, his company grew, and he leveraged his bricklaying success into his next ventures and projects.

Interesting, isn’t it? Just a simple name change and perspective shift.

Take a moment today and step back and think about how your business and its products are being perceived in your marketplace. Maybe you too can revalue, rename, and re-target your market. Sometimes it’s the simplest things that make all the difference.

Where is your “Austrian” brand hiding?