With my background in marketing and advertising, I can go fundamentally anywhere I wish to in the industry. I have worked on market research marketing, viral merchandising, guerrilla merchandising - you name it, I have done it. The one thing that has consistently held me back is that I am not a team player. I'm extremely independent and driven, but I don't tend to use my skills for leadership. You see, I'd rather not have to work with other people. I know what a project needs intuitively, and I can usually get it done best with no outside help.

With some of the companies that I worked at, this held me back. Working as a merchandising advisor, however, it has become an advantage. You see, with niche marketing consulting, people want to see that you have a driven, self-directed attitude. A niche marketing consultant is a sort of subject matter authority. You are meant to come into the company, listen to their issues, and formulate a marketing method custom tailored to their needs. People don't want to see you hem and haw endlessly, waiting for feedback from various committees - they want to see you think up a decisive plan of action. Then, it is up to the business to implement it or to try their own technique. Either way, by that point your job is done.

Of course, there are many niche marketing guide organizations that work in a more corporate way than I do. Many of these consulting companies have greater brand awareness, and so can lure in some big accounts that do not notice me. Nevertheless, I do quite well as a freelance merchandising guide. You see, when you are working with a business consultant, it isn't the company that they come from that matters, but the advisor him or herself. Occasionally the very fact that I'm able to run the business by myself without the support of a merchandising firm actually attracts clients. They want someone self-motivated, directed, and decisive. That is precisely who I am.

Of course, marketing consultants differ significantly in their approaches. Some of them are very cautious, driven by all of the scientific facts they can get their hands on. Other ones are impulsive, believing their gut instincts above all else. Although I tend toward the latter approach, my goal has forever been to combine the two. It is not ever a good idea to ignore info that you can use, but it is also important to trust your own instincts.

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