Life and Business Lessons

- By Jeanne Doheny (about the author)

Yes, I learned this lesson the hard way, but it has "stuck". Now, I want to spare you what I went through so you don't make the same mistake(s). Here's my lesson...

It is a lesson, some would say is best not shared... with anyone, but it is one of the lessons of life and of being an entrepreneur that can break a business.

In our family the philosophy was, "an idle mind is a devil's workshop". I know that better than most people, having spent many an idle hour dreaming of what might be/have been. Coming from a large and poor family, it was easy to daydream of what life bestowed with riches, would be like.

Winters in Minnesota are cold. Not a revelation, but it is the base of this experience. Waiting for the school bus, bundled from head to toe, the wind blowing at least 90 miles per hour in your face, eyes watering and immediately

freezing on your cheeks, nose running, stomping your feet to keep your blood from crystallizing. You get the picture. That was my life as a kid during Minnesota winters.

On one frigid Saturday morning, nestled among the covers, dreading to expose any part of my body to my icy surroundings, I had a revelation. In this great moment of "vision", I designed the ultimate product for anyone living anywhere close to the frozen tundra of the north. My ticket to prosperity... to a life of luxury and sunshine, independence, great success and riches. Yes-s-s-s, a "snoot boot"!

Hey! Don't laugh just because you didn't think of it first. With this marvelous idea, my seed of greatness was firmly planted. I shot out of bed, dressed quickly so as not to freeze any sensitive "parts", hunted for yarn and knitting needles and set about creating my ticket to prosperity. I could market this wondrous (and badly needed) product to Columbia, Cabela's, The NorthFace, and others! Ah, dreams, marvelous dreams. Working feverishly, using many colors, I

created the first, the only, snoot boot. It fit perfectly over the nose, with ties for the back of the head to hold it securely in place. Since it was made of yarn, it stretched to fit any size nose, it caught all those nasty nose drips, and the colors could match any ensemble.

I was EXCITED! My mother wondered what I was doing all day, but this was too good to share... yet. I needed to test the market. So - on Monday morning as I headed out the door for the long walk to the bus, I carefully attached my snoot boot. My nose was toasty warm. This was way too cool! What an idea, I had. I couldn't wait to hear what my "market" thought of this great creation and I continued to modify and
improve my design even as I waited for the bus. Maybe a pom pom attached to the end of the snoot boot??

Ah! The bus came rumbling up the gravel road, stopped, and the door swung open. I waited in great anticipation, my heart pounding; this was my moment. I slowly climbed the steps, my snoot boot still firmly in place. I glanced up slowly, and
		then made eye contact with the bus driver. There was a moment of silent connection as he took in what he was seeing. More silence. Then, he let out a burst of horrendous laughter, spewing
coffee all over the dashboard. He uttered not a word, but his shoulders continued to shake in laughter as I took my seat. I got the message - the market was not ready for me and my snoot boot. I was devastated. My dreams shattered in record time.

Ever the entrepreneur, next time maybe I'll do some market research, a survey, a business plan...

Snoot Boot - remember that name. It could be coming to a WalMart near you - soon - very soon.