Traits that spell success

Passion

Judy Geer and Dick Dreissigacker – two USA Olympic rowers from the 70s and 80s – came to Vermont because it allowed them to combine their passion for active living and the natural environment into what is now known as the Craftsbury Outdoor Center. As Judy puts it, “It’s great that we help train Olympic athletes at our center, but it’s bigger than that. For me, it’s all about helping more people have great experiences, whether they’re getting exercise or just enjoying our surroundings.” Despite its remote location, Judy’s deep commitment to sustainability and lifelong sports practice keeps both local residents and aspiring athletes from across the country coming back. Customers can tell when business owners get out of bed in the morning because they love what they do.

Perseverance
Setbacks are common parts of the journey for any athlete or small business owner. The important thing isn’t the number of obstacles you avoid, it’s the way you bounce back from the ones you can’t miss. When four-time kayaking world champion Eric ‘EJ’ Jackson found his kayak designs rejected by manufacturers across the country, he didn’t give up – and his motto is “no compromising,” so buckling to tradition wasn’t an option. Instead, EJ’s relentless drive to create on his own terms resulted in Jackson Kayak, now a leading manufacturer within the industry. Jackson Kayak now sells products online and through dealers across the country.

Ingenuity
Since the beginning, four-time track and field Olympian and world record holder Michael Johnson has experimented with new ways to tell the story of his performance training center, Michael Johnson Performance. Because he wanted to attract local customers, moving some of his advertising budget online made sense so he could reach them with geo-targeted ads.

With more potential customers finding him on mobile, Michael Johnson also drove growth for his business with mobile ads. “Two-thirds of our customers find us through mobile,” says Johnson. “With Google AdWords, we can see exactly who we’re reaching and that’s invaluable to us.” Making connections with new customers is key to growing any business, and a willingness to experiment with new ways of reaching those customers is a vital part of any business owner.