I have had to field a number of questions around my company
name’s origin. There have also been criticism for an English name in the era of
embracing Nguni names in South Africa. There have also been questions about why
“movement” while people align that with political militants and such. Often
they ask how it came about, what it means to me along with what it truly
represents. You see, people desire seeing or the idea of Movement in their
lives, even if they are not sure where it is headed, but they just adore the
idea of movement. A Stationary marry-go-round is not exciting for kids now is
it? So from a very young age we learn and fall in love with movement. A sobbing
infant stops crying and eventually falls asleep from being rocked. So our
connection with movement (motion) is deeper than we care to ponder. Even Donkey
Kong and Mario Bros would not have cut it as legendary games, if there was no
simulation of movement, right? There would have been no revolutions if the
power in the word “movement” was not motivational or instructive in its nature.
There is also something calming about the word, something that whispers a
silent “yes”. Take that word and combine it with a decisive direction to this
motion, “4ward”. This is not just marry-go-round; this movement is not just
going in circles. This movement is moving and not sideways or backwards, but
“4ward”.
So much Einstein-wanna-be theories about a company name, you
might think, right? That is because I have dedicated this blog-post to company
identity and personality. How it affects and effects its operation. So I choose
to share from a perspective I know best, that of my business. This is also to
gain valuable insights from other entrepreneurs and business leaders to point
out the wrongs and ideals of forming mine. Would it have saved me time if I had
done it a different way? These are reason why I decided to write this. For
those in the know to share opinions and sure become a guinea-pig for those who
are still in the starting phases and probably going through this process. I
spent a considerable amount of time coming up with the name. See, my father was
in the Black Consciousness Movement, so I guess the word had always been
lingering in my subconscious. “Forward,” forward had to be hip, reflect my hip
hop influence and the era I grew up in, but had to stand out and be just as
different from the Queen’s spelling of the word, I thought.
Now remember this company was established to function as a managing
agent for the Slyso brand. The broader vision was to grow it into a sound hire
business, charity work had to be catered for as it was a great passion as well.
But hold on… how is a trained journalist going to get this all done while
hosting a demanding radio show with a hectic traveling schedule as well? Well, we’ll cross that bridge when we get
there. Right now, the name is more important to me at this time. I’m not rushed
into a business plan, I barely knew what a business plan was then by the way.
Because within this name, all these desired growth paths have to be considered,
it was only natural to let the 1st day at office be managing the Slyso brand. This
is going to be a yard-stick. The management was simply, responding to queries,
keeping Slyso’s diary, drawing up quotes, writing out invoices and things such
as minor logistics such as making travelling and accommodation bookings. At
that time, the company borrowed a lot of its values, culture and personality
from its founder and head, well, as he was the one doing most of that work and
owned the vision. Some people rush to hire personnel they can’t pay when they
can take their time, do the work themselves and get to know the ins-and- outs
of their business. Successful businesses are those that are founded on the
passion of the entrepreneur or business owner, right? 4ward Movement did not
open its doors with the sole view to make money, at least it was not high on
the priority list. This has its pros and cons, passion alone can’t grow your
business. Your decisions are often based on emotion and sentiment than doing
that job and submitting that invoice. In hindsight, the total passion approach
slowed the flow of money into the business.
On the up side, there was a level of growth in popularity
and bigger companies were willing to do business with a relatively unknown company
that had a logo, address, special rates for charity organizations and other
little value-add/ incentives. These proved to be a depiction of our passion and
culture as we would learn. Companies, especially corporates, were looking for
one-stop-shop entertainment companies. These companies would be where they book
not only talent but all the audio/ visuals paraphernalia that comes with it. We
were quick to respond to this call as the profits from that period, saw 4ward
Movement Entertainment purchase its own second hand PA Sound System. This put
both 4ward Movement Entertainment and the Slyso brand at an advantage. The
company has since gone from a home-build PA Sound System that boasted a
powerful Yamaha Amp with crossover and a 12 channel mixer to an imported
Serwin- Vega PA Sound System with Pioneer CD players and mixers along with high
end Sure and Sampson microphones. The quality had to improve if 4ward Movement
was to stand out. It has not always been smooth sailing, though. The company
has survived from keeping its overheads at a bare minimum through the owner
doing the bulk of the work himself. This included, paperwork, attending
briefing meetings, getting down and dirty, transporting and set up of equipment.
Bigger Sound orders were outsourced, including a team of two dedicated sound
engineers who worked for the company on a freelance basis. The company managed
to retain them through paying above industry standard rates when budgets
allowed. This practice based on understanding and total openness and honesty in
dealing with staff made sure that 4ward Movement Entertainment was not without
staff when working with stringent budgets. The practice is quite risky and
amounts to a gamble but fruitful if you work with people who believe in you or
company. There were (and still are) moments when the chips are down, when
business gets slow, I always and still look up to my company name and know that
there is no other way but to move 4ward. Ask again, what’s in a name?
Lessons learnt:
Passion- Love what
you do and do what you love, maybe starting your own business won’t be such a
headache when it is an extension of your passions.
Personality- People
want to associate themselves with brands that speak to feeling/ emotion. Build
a company whose everyday activity effect people. Consume your own brand. Ask,
would people believe in Virgin Airlines if Sir Richard Branson flew around on
British Airways? Give your product or service personality, be the ambassador and
voice.
Desire (to succeed) - The only way you can satisfy
desire is setting goals, follow them and see them through. Desire pursued
amount to fulfilment of company objectives which translates to growth and
profits.
Culture- These are
values and practises shared by members of a group (company). There is a
philanthropic culture which is highlighted by our special rates for charity,
the community involvement that the owner has embarked on and shared value of making
a difference through such which adds value and defines character of the brand.
Growth- Sound System upgrade: Improve the quality of your offering or product and improve the customer’s experience. A satisfied caster is a customer retained.
N.B.
PLEASE SHARE YOUR OPINIONS AND WITH OTHERS. "4WARD MOVEMENT BUSINESS EXPERIENCE" WILL BE POSTED ON THE FIRST WEEK OF EACH MONTH. WE WILL ALSO HAVE GUEST WRITERS.
