With my background in merchandising and publicity, I can go fundamentally anywhere 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 lone thing that has always held me back is that I'm not a team player. I am extremely independent and driven, but I don't 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 businesses that I worked at, this held me back. Working as a merchandising 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 advisor is a sort of professional. You are supposed to come into the company, listen to their issues, and formulate a merchandising method custom altered to their needs. People do not want to see you hem and haw endlessly, waiting for feedback from assorted committees - they wish 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 method. Either way, by that time your work is done.

Of course, there are many niche marketing consultant agencies that work in a more structured way than I do. Many of these consulting companies have greater brand awareness, and so can pull 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 guide, it isn't the company that they come from that matters, 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 sponsorship of a merchandising firm actually attracts customers. They want somebody self-motivated, directed, and decisive. That is precisely who I am.

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

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