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With my background in merchandising and advertising, I can go basically anyplace I wish to in the industry. I have worked on market research merchandising, viral merchandising, guerrilla marketing - you name it, I have done it. The single thing that has always held me back is that I'm not a team player. I'm incredibly independent and driven, but I do not tend to use my skills for leading. You see, I'd rather not have to work with other individuals. I know what a project requires intuitively, and I can generally get it done best without outside help.

With some of the companies that I worked with, this held me back. Working as a marketing advisor, however, it has become an asset. You see, with niche marketing consulting, people want to see that you possess a driven, self-directed attitude. A niche marketing guide is a sort of professional. You are meant to come in to the business, listen to their issues, and formulate a merchandising strategy custom altered to their needs. People do not want to see you hem and haw endlessly, waiting for feedback from assorted committees - they want to see you come up with a decisive action plan. Then, it is up to the business to implement it or to try their own method. Either way, by that time your work is done.

Of course, there are many niche marketing consultant agencies that work in a more corporate way than I do. Many of these consulting firms have greater brand recognition, and so can lure in some big accounts that don't notice me. Nevertheless, I do very well as a freelance marketing consultant. You see, when you're working with a business consultant, it is not the company that they come from that is important, but the advisor him or herself. Now and again the very fact that I'm able to run the business on my own without the assistance of a merchandising firm actually attracts customers. They want someone self-motivated, directed, and decisive. That's exactly who I am.

Of course, merchandising consultants differ greatly in their methods. Some of them are very cautious, driven by all of the scientific factual information they can get their hands on. Other ones are impulsive, believing their gut instincts above all else. Even though I tend towards the latter approach, my goal has forever been to combine the two. It is never a good idea to ignore facts that you can utilize, but it is also important to trust your own instincts.

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