• October 2010

Prepare To Be Inspired

“Inspiration and genius — one and the same,” said French poet and playwright Victor Hugo.

Indeed. Often referred to as “an unconscious burst of creativity,” inspiration literally means breathed upon. The Greeks believed that inspiration came from the muses. The Ancient Norse thought inspiration derived from the god Odin. In the Hebrew Book of Amos, the prophet speaks of being overwhelmed by God’s voice and compelled to speak. In Christianity, inspiration is considered a gift of the Holy Spirit.

In the October issue of Be Inkandescent Magazine, our Entrepreneur of the Month Steven Schussler is sure to breathe inspiration into your day. The founder of the Rainforest Cafe and CEO of Schussler Creative has a new book out called, “It’s a Jungle in There: Inspiring Lessons, Hard-Won Insights and Other Acts of Entrepreneurial Daring.” You’ll also be inspired by Schussler’s favorite nonprofit, Smile Network International.

And that’s not all. In this issue, our 14 columnists provide ideas and insights that we believe will fuel your imagination, touch your heart, and feed your entrepreneurial spirit.

Here’s to your incredible success! — Hope Katz Gibbs
Editor & Publisher, Be Inkandescent Magazine
Founder, Inkandescent Public Relations

Illustration (above) by Michael Gibbs, www.mglenwood.com

Steven Schussler Explains Why "It's a Jungle in There"

OCTOBER 2010 ENTREPRENEUR OF THE MONTH

Steven Schussler, founder of the Rainforest Cafe, and CEO of Schussler Creative

By Hope Katz Gibbs

When Steven Schussler was 18, he got a job in Miami climbing phone poles for the Southern Bell Telephone Company. But the young man, who as a teen figured out a way to make thousands of dollars each summer selling playing cards and soda and running errands to poker-playing rich guys at the beach, had his sights set on something bigger.

“It was hard work for little pay and offered limited opportunities for advancement,” he writes in his new book, It’s a Jungle in There. “When I learned I could make more money selling airtime for radio and television stations and build a future career for myself, I knew it was time for me to make a move.”

A risk-taker with a flair for the dramatic

Schussler says he not only wanted to land a new job, he wanted to do something so wild and crazy that no one would ever forget him. So he donned a Superman suit, rented a giant barrel that he climbed inside of and sealed shut, then had two friends who were cops deliver him to the office of Don Hamlin, the manager of the TV station where he wanted to work.

The trip took a tad longer than expected — the manager was in a meeting and air was running out in the barrel. But Hamlin finally walked in with several members of his board of directors who had also been in the meeting. When he saw the barrel, the first words out of his mouth were, “What the hell is this all about?”

With that, Schussler jumped out jack-in-the-box style and said, “I’m your new super salesman,” and began shaking hands. One of the board members responded, “Son, you are the sickest person we’ve ever met. You’re hired.”

Lesson learned

“A successful businessman operating in a corporate environment is like an acrobat doing all kinds of elaborate tricks on a high wire,” Schussler shares. “Sure, it’s impressive, but he’s got a safety harness on. Where’s the danger in that?

“Entrepreneurship is like performing a steady walk across two 40-foot-high platforms. It doesn’t have to involve fancy footwork; it can be just moving gingerly along the taut wire strung 40 feet above the arena floor. What makes the performance impressive is that lack of safety net.”

It’s a Jungle in There

Schussler prides himself on his daring and has choreographed several stunts in his three-decades long career as an entrepreneur. He believes, “You can’t worry about falling. There’s no room for the faint of heart in the entrepreneurial game.”

Consider his approach to convincing investors to support his theme restaurant concept, Rainforest Cafe.

A fan of rain forests and owner of several macaws since he was a kid, Schussler had the idea to open a restaurant that would honor and educate people about parrots, fish, and our dying natural resources.

His plan was grand, and expensive to execute, and he knew that he had to show potential supporters what he was dreaming up. So he turned his suburban Minnesota split-level home into a makeshift rain forest.

“When you are passionate about a project, anything is possible,” he says, noting that over a period of years he added more and more to his house: rock outcroppings, waterfalls, rivers, layers of fog, mists that rose from the ground, tiki torches, and on the roof — a thatched hut covered with vines.

Inside, he lived with 40 tropical birds, two 150-pound tortoises, a baboon, an iguana, and tropical fish that filled 10, 300-gallon tanks. The pièce de résistance was a 12-foot neon “paradise” sign and full-size replica of an elephant that stood near the front door.

Needless to say, his neighbors weren’t pleased

“They started a watch group,” Schussler admits. “They even bought walkie-talkies and would update each other on what was happening.”

One day, they called the cops. Nearly a dozen showed up. “They were going to search the premises for drugs,” Schussler realized. “One guy put me up against the door and said he was with DEA, and they were going to search the premises for drugs. Because of my huge residential electric bill, they assumed I was growing marijuana in the house.”

They were astonished when they discovered the tropical rain forest. After the cops left, one actually returned with his kids to show them the paradise Schussler had built.

The hoopla that surrounded the event drew the attention of an investor named Lyle Berman. Two years later, after several visits — some with his kids, parents, and other investors — he helped raise the funds to get the Rainforest Cafe up and running.

“I guess my tenacity and passion for the Rainforest Cafe idea kept growing on him,” Schussler says with a contagious grin.

Be upbeat or beat down

It is a never-say-die attitude that has helped the entrepreneur achieve great success — and handle great disappointment.

In chapter 19 of his book, Schussler asks the self-examination question: “Can you remain generally optimistic, even when things aren’t going your way?” He proudly says he can.

Never have a bad day

The phrase that Schussler is often quoted as saying, “Never have a bad day,” was first printed in a newspaper on the day utilities officials showed up at his house to dig a 25-foot hole in the street to cut off the juice to his suburban rainforest exhibit. He hadn’t yet sold Berman on his big idea, and the energy needed to feed the 3,700 extension cords and 20 sound systems he had installed was costing a bundle.

A reporter approached him and asked how he was feeling about the situation, noting, “This has got to be the worst day of your life.”

“No,” said Schussler. “I consider myself to be lucky. Sure, I’ve had some rough times. I’ve been hit hard, and been down, but at least I’ve been able to pick myself up. I can put up with the utilities company and a lot worse, and you can, too!”

Schussler insists: “You are fortunate to be an entrepreneur. You get to do your own thing. If it comes with certain costs, like suffering through some rough times, try to think like I do: Proclaim there have been cloudy days, rainy days, tornado and hurricane days … but never a bad day.”

Click here for Schussler’s Tips for Entrepreneurs: The 5 Ps of Business Success.

Steven Schussler's 5 Ps of Business Success

How did a boy from Far Rockaway, NY, raised by a single mom and without a college degree, become one of Entrepreneur magazine’s top 100 entrepreneurs in the U.S.? Rainforest Cafe founder Steven Schussler, now the CEO of Schussler Creative, believes his success is linked to his deep understanding of the 5 Ps: Personality, Product, Persistence, People, and Philanthropy.

These five big ideas create the framework for his 28-chapter book, It’s a Jungle in There, published this month by Sterling. Part self-help book, part business-school primer, each chapter begins with an inspirational quote that reflects Schussler’s philosophy of life.

Chapter one, for instance, starts off with this famous quote by poet, dramatist, and literary critic T.S. Eliot: “Only those who will risk going too far can possibly find out how far one can go.”

Each chapter also offers a “self-examination question,” which you’ll find outlined below. While this format is a slight departure from our other Tips for Entrepreneurs, we believe that Schussler’s questions are great food for entrepreneurial thought.

This synopsis is just the appetizer, of course. To enjoy all of Schussler’s delicious and daring insights, you’ll have to read the book, available on amazon.com.

It’s a Jungle in There: Steven Schussler’s 5 Ps of Entrepreneurial Success Watch him on YouTube.

I. PERSONALITY: What makes you a smart business person?

Chapter 1: The role of risk taking. Many people prefer to play it safe when it comes to business matters. Are you willing to take risks in the pursuit of entrepreneurial success?

Chapter 2: The importance of passion. If you were independently wealthy and never had to work a day in your life, would you still choose to spend your time attempting to become a successful entrepreneur?

Chapter 3: Ambition: taking your passions public. Do you desire and seek public recognition for what you have accomplished?

Chapter 4. I dream … therefore I can. Do you enjoy using your imagination to dream up new ideas, products, or services that could generate profits in the marketplace?

Chapter 5. The multi-tasker. Can you comfortably and successfully perform two or more tasks at the same time?

Chapter 6. You’ve learned your ABCs, so now practice your CBAs. Do you have the desire to Create something new; the strength of conviction to Believe your creation will be successful, and the reservoir of energy necessary to Achieve what is needed to thrust it into the marketplace?

II. PRODUCT: What makes a product or service viable?

Chapter 7. Be Excellent or Be Gone. Are you willing to take the extra time and effort necessary to create a product or service that is excellent rather than acceptable? Remember, when you are out of quality, you are out of business. The noblest search is the search for excellence.

Chapter 8. Sweat the small stuff: It’ll help you earn the big stuff. Do you believe that it’s often the little things that make a big difference between success and failure in business?

Chapter 9. Always be on the lookout for your next big thing. As you observe the world around you, are you making a consistent, conscious effort to ask yourself this question: Is there something here I could change by providing a product or service that would bring me financial gain?

Chapter 10. Research and development — learn it if you want to earn it. Even though it can be costly, are you willing to undertake sufficient R&D in exploring new ideas, products, and services? (If so, check out Schussler’s “11 Commandments for Creating Successful Themed Restaurants,” which is featured in this chapter.)

Chapter 11. Make improvements before and after a launch. Once your creation is in the marketplace, do you look for ways to expand and improve on it?

Chapter 12. Customers won’t buy what they don’t know exists. Is marketing a significant part of your entrepreneurial plan?

Chapter 13. Budget — don’t begrudge it. Do you give proper attention to keeping within budget when completing your projects?

Chapter 14. Don’t be afraid to develop strategic partnerships. When you develop a product or service, do you consider forging strategic alliances with other established businesses to help market and/or sell your creation more successfully? (Check out how Schussler partnered with Maxine Clark, CEO of Build-A-Bear.)

Chapter 15. Marketing yourself to market your product. Do you consider, and take advantage of, the impact you have when selling your idea, product, or service?

III. PERSISTENCE: Don’t let failure stand in the way of achieving your dream.

Chapter 16. Persist and prevail. Do you give up easily, or are you willing to pursue your goals with tenacity and determination?

Chapter 17. No is Yes waiting to happen. Are you the kind of person who will make a concentrated effort to convince somebody they might have made a wrong decision?

Chapter 18. Learn from failure and graduate to success. Can you experience failure and still retain the self-confidence necessary to seek success?

Chapter 19. Be upbeat or beat down. Can you remain generally optimistic, even when things aren’t going your way?

IV. PEOPLE: You can’t do this by yourself.

Chapter 20. Have a caring attitude toward all living things. Do you take active steps to help others achieve their personal goals?

Chapter 21. Make people feel special. When was the last time you did something to make somebody feel special?

Chapter 22. Help others achieve their goals. Are you willing to help other people succeed, even when it’s not a requirement of your job?

Chapter 23. Manage perception for maximum impact. Do you ever behave in a specific manner to influence how another person will perceive you?

Chapter 24. Create positive press. Do you make a concerted effort to establish good media contacts, and use them to generate positive publicity for the work you do?

Chapter 25. Harness the power of trust in transactions. Do you recognize the crucial role trust plays in successful business relationships, and do everything possible to establish and maintain trust with your clients?

Chapter 26. Don’t burn bridges. Just cross them carefully the second time around. Are you willing to give a person a second chance?

V. PHILANTHROPY: Success means giving back.

Chapter 27. Entrepreneurial social responsibility. Do you try to incorporate sustainability and socially responsible practices in your business?

Chapter 28. The importance of entrepreneurial philanthropy. Do you believe it is important to give back some portion of your wealth to support charitable causes? Check out Schussler’s favorite nonprofit here.

For more information:

Visit Schussler Creative at www.schusslercreative.com.

Meet him in person: Schussler will appear at the National Press Club Book Fair on November 9. Buy a ticket here.

Outside of a dog, a book is man’s best friend. Inside of a dog it’s too dark to read.”

– Groucho Marx

Try not to become a man of success but rather try to become a man of value.”

– Albert Einstein

Remember that it’s okay to ask for help when you’re stumped, because sometimes you really can’t be expected to handle everything alone.”

– Martha Beck

Do not be afraid of mistakes, providing you do not make the same one twice.”

– Eleanor Roosevelt

Pretend that every single person you meet has a sign around his or her neck that says, ‘Make Me Feel Important.’ Not only will you succeed in sales, you will succeed in life.”

– Mary Kay Ash

Destiny is not a thing to be waited for, it is a thing to be achieved.”

– William Jennings Bryan

Education is not the filling of a pail, but the lighting of a fire.”

– William Butler Yeats

What is the point of having free will if one cannot occasionally spit in the eye of destiny?”

– Jim Butcher, White Night

The critical ingredient is getting off your butt and doing something.”

– Nolan Bushnell, founder, Chuck E. Cheese's

History is a relentless master. It has no present, only the past rushing into the future. To try to hold fast is to be swept aside.”

– John F. Kennedy

To find what you seek in the road of life, leave no stone unturned.”

– Edward Bulwer Lytton

A man is a success if he gets up in the morning and goes to bed at night and in between does what he wants to do.”

– Bob Dylan

Success is about finding a livelihood that brings joy, self-sufficiency, and a sense of contributing.”

– Anita Roddick

They who give have all things. They who withhold have nothing.”

– Hindu Proverb

There are risks and costs to a program of action. But they are far less than the long-range risks and costs of comfortable inaction.”

– JFK

In three words I can sum up everything I’ve learned about life: it goes on.

– Robert Frost

‎That which grows fast withers as rapidly; that which grows slowly endures.”

– J.G. Holland, novelist

Part of your destiny is to live in the zone of maximum satisfaction.”

– Martha Beck

The quality of your life is directly related to the amount of uncertainty you can comfortably live with.”

– Tony Robbins

That which grows fast withers as rapidly; that which grows slowly endures.”

– J.G. Holland, novelist

Remove those ‘I want you to like me’ stickers from your forehead
and, instead, place them where they truly will do the most good—on your mirror.”

– Susan Jeffers

Think of yourself as on the threshold of unparalleled success. A whole, clear, glorious life lies before you. Achieve! Achieve!”

– Andrew Carnegie

Whosoever knows how to fight well is not angry. Whosoever knows how to conquer enemies does not fight them.”

– Lao Tzu, Tao Te Ching

If it really was a no-brainer to make it on your own in business there’d be millions of no-brained, harebrained individuals quitting their day jobs.”

– Bill Rancic, "The Apprentice"

Try not to become a man of success but rather to become a man of value.”

– Albert Einstein

Hope sees the invisible, feels the intangible, and achieves the impossible.”

– Helen Keller

Speaking more than one language is no longer just an asset in today’s job market; it is a requirement.”

– Tom Adams, CEO, Rosetta Stone

As each woman realizes her power, she transforms the world.”

– Patrice Wynne, WomanSpirit Sourcebook

Do not say, ‘why were the former days better than these,’ for it is not from wisdom that you ask this.”

– Ecclesiastes, 7:10

Of course there is no formula for success except perhaps an unconditional acceptance of life and what it brings.”

– Arthur Rubinstein

A lot of people have ideas, but few decide to do something about them now. Not next week. But today.”

– Nolan Bushnell, founder, Atari

This is the age when magical technologies make more and more radically fun ideas plausible, even easy. You’re only limited by your creativity.”

– Martha Beck

Our deepest wishes are whispers of our authentic selves. We must learn to respect them. We must learn to listen.”

– Sarah Ban Breathnach

A man who strikes first admits that his ideas have given out.”

– Chinese Proverb

Entrepreneurs need to search purposefully for the sources of innovation that indicate opportunities for success.”

– Peter F. Drucker

Running that first shop taught me business is not financial science; it’s about trading.”

– Anita Roddick, founder, The Body Shop

The only person you are destined to become is the person you decide to be.”

– Ralph Waldo Emerson

Only those who will risk going too far can possibly find out how far one can go.”

– T.S. Eliot

Pain is inevitable. Suffering is optional.”

– Dalai Lama

The only dream worth having is to live while you’re alive and die only when you’re dead.”

– Arundhati Roy

Destiny is a name often given in retrospect to choices that had dramatic consequences.”

– J.K. Rowling

Do you believe it is important to give back some portion of your wealth to support charitable causes?”

– Steven Schussler

I’m not afraid of storms,
for I’m learning to sail my ship.”

– Louisa May Alcott

If you limit your choices only to what seems possible or reasonable, you disconnect yourself from what you truly want, and all that is left is compromise.”

– Robert Fritz

My task is really not to change myself but to become familiar with who I am.”

– Maureen Cook

I was taught at a very young age that you can do whatever you want to, but you have to make it happen — not just talk about it.”

– Kathleen Jo Ryan

Your own words are the bricks and mortar
of the dreams you want to realize.
 The words you choose and their use establish the life you experience.”

– Sonia Croquette

‎Excellence is to do a common thing in an uncommon way.”

– Booker T. Washington

Are you willing to help other people succeed even when it’s not a requirement of your job to be of assistance?”

– Steven Schussler

Practice kindness all day to everybody and you will realize you’re already in heaven now.”

– Jack Kerouac

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