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SMARTY.

The human side of business

Small Business

Out.

January 17, 2017 · By Amy Swift Crosby

Most of us (except the lawyers), think more about how to get “in” to something, than how to get out of it: How to break into a market or industry, how to get into a retailer/venue/distributor, how to get into the right partnership, relationship. How to “enter” is our predominant focus in life (because it’s usually fun), much more than how to “exit” (which is usually hard or at least less inspiring.)

But exits are just as important, and inevitable. Last week The Limited brand announced its plan to close of 250 Limited stores. You can be sure they had a deep, deliberate market penetration strategy decades ago, when they launched, and now are busy forming ways to get out of leases, liquidate merchandise, and disengage or relocate 4,000 employees. This month, some key relationships in my world are coming to a close, because the contract is over – or the reason for being has shifted. It’s strange, and hard sometimes. People and circumstances can leave their imprint on you – financially, philosophically – emotionally. But there’s so much to be learned from endings, if we allow it. The first being that other relationships may be just beginning, and in forming them, we all have to consider “what does the end look like…from ten different angles?” Because, it’s not just a contractual question – it’s a mindset that has to organize itself in a certain way – from day one.

Glory days feel never-ending. But all things change, evolve, morph – or die. Our honesty with that truth actually makes a thing better, for longer, with much more potential to repurpose – should that be possible.

It doesn’t have to be a bummer. It just has to be a plan.

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About Me

photo of Amy Swift Crosby

Amy Swift Crosby is a brand strategist and copywriter who has positioned or voiced messaging across the commercial spectrum, from icons like Ford, BVLGARI, Pottery Barn, Pantene and Virgin, to boutique brands like The Wild Unknown, fitness franchise Barre3 and the rebrand of legendary metaphysical bookstore, Bodhi Tree. She has leveraged this expertise to help entrepreneurial women and small businesses owners hone their skills, mission and message, while uncovering their own “voice.” This blog explores “the human side of business,” and universal themes like uncertainty, anxiety, the tension between engagement and disconnection, personal value and most importantly, of finding - and hearing - our own voices in our everyday life.

Photo - Andrew Stiles

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SMARTY began as a thriving community in Los Angeles and Boston with weekly panel discussions and events designed to better understand the mindset and growth strategies behind successful entrepreneurs. Today, SMARTY is a weekly blog written by Amy Swift Crosby who chronicles her life as a creative, parent, entrepreneur and spiritual seeker. As an urban refugee living in a New England seaside village, she unpacks topics ranging from uncertainty and doubt to the built environment and advertising. More on Amy.

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