We know, however, this saying isn’t true; Christmas is about much more than a tree. But when someone forgets to set up the tree, or its needles fall off prematurely, we’re tempted to buy another one before the relatives arrive. Christmas trees are important and today, during the holidays, there’s one for sale on every corner. But this wasn’t always true.

It all started when a businessman, Mark Carr, saw an opportunity to serve his community.

Before 1851 the United States was a rural society. Most Americans could easily cut down and carry home their own trees. But, for those who lived in New York City, it was nearly impossible to access trees of any kind. Carr realized this and travelled by sled to the Catskill Mountains nearby and collected several bunches of evergreens. He hauled them back into the city and sold every single tree from a vacant lot. The Christmas tree market was born. Today in the U.S. nearly 40 million are bought and sold each year.

During this holiday season remember, sometimes it only takes one creative idea to launch a new industry. Always be looking for new opportunities. There are people to serve, problems to solve, and profits to make.

Money really can grow on trees. Even on evergreens.

Written by Justin Stephens. Edited by Andrei Duta. This article first appeared in Andrei’s Newsletter.

Perseverance is the forward or upward motion of a subject in the face of resistance. Perseverance pertains to motion and resistance. Imagine a seed that falls in a sidewalk crack. It takes time and perseverance, so to speak, for the seed to sprout and fight its way up towards light. A certain level of “tenacity” is required to squeeze the tiny, but ever growing, leaves through the small sidewalk fissure. Perseverance pertains to overcoming resistance. Tenacity describes the seed that shoots its leaves through the small cracks in the hardened cement.

Patience is related to, yet different than, perseverance. Patience is the subject waiting against the backdrop of time. Patience is about enduring time. Patience pertains to stillness. Patience relates to clock or calendar. Patience complements perseverance. Patience can be viewed as perseverance in terms of temporal resistance. Patience and perseverance are two sides of the same coin.

Perseverance is about breaking through obstacles. A persevering character is a powerful one. Patience is about waiting for the right moment when the right sand grain drops in the hourglass of time. A patient character is a refined one.  Two beautiful virtues worth embracing and cultivating.

Patience and perseverance. Perseverance and patience.

Johnny, a young man, is hired for a sales job. Mark, his sales manager, educates and informs Johnny that he needs to make ten calls a day, average one sale a day, and have as a goal at least five sales a week. Johnny says “I got it. Ten calls a day, one sale a day, fifty calls a weeks, five sales a week. I can do it.”

Unfortunately, first day, Johnny gets a little shy. He doesn’t even touch the phone. Second day, he calls in sick. Third day, he engages in any other activity but sales calling. Next day, he spends the day chatting for hours at the water cooler in the break-room and surfing the web, you know, Facebook stuff. Before you know it, it is Friday, 4:45 pm.

Mark calls in Johnny for a debriefing and leads with one simple question: “Johnny, how many sales have you made this week?”

“Aah, Mr. Mark, let me tell you what happened,” responds timidly Johnny. “Ugh, you see on Monday, it was the first day… and… aah…”

“Johnny, I am asking simple questions,” interrupts Mark. “How many calls a day? How many sales this week?”

“I see, Mr. Mark, I understand,” says Johnny. “Let me tell you what happened on Tuesday. I can share what happened. Or, or, or what happened yesterday. My computer connection, you know. And the cell phone network connection. ”

“Well, Johnny, Johnny,” interjects Mark. “I don’t need your story. All I am asking for is a number. That’s all I want. A number.”

“You see, Johnny,” continues Mark. “I have in my pocket a little box. A tiny box. And this box can fit only a number. So, when I leave this meeting, all I can take with me in my little box is a number. You are trying to tell me a story. But you see, Johnny, your story doesn’t fit in my box. All I can fit in this box is a number. But guess what? The number you give me, the number that I fit in my little box, that number will tell the whole story.”

This is where this story ends. But here is where ours starts. So, here are a few questions for you. And for me too.

Life is  simple. It is all about a few supporting disciplines.

When we look at health and fitness. There are only a few disciplines to support health and fitness. Remember, the box corresponding to every discipline is small. It can only take a number. So, here are a few simple questions. No stories. Just numbers.

1. How many push-ups have you done this morning? (Some numbers need to be as high as possible. 5? Hey, you’ve got to start somewhere. 25? That’s more like it. 50 or 100? Why not? These are good numbers and fit nicely in my little box.)
2. How many apples have you eaten today? (Some numbers need to be consistently constant. 1 or 2 apples a day.  Either/or, a nice number.)
3. How many glasses of water? (Same thing here. 8-10 fits well in the little box.)
4. How many hours of sleep? (Ditto. 6-8 sounds good to me.)
5. How many donuts today? (Some numbers need to be zero.)
6. What’s your cholesterol level? Your triglycerides? Your weight? (Some numbers need to be low.)

You get the idea. The same thing applies to all other areas of our lives. Relational, emotional, financial, spiritual, intellectual. You got it.

1. How many words of encouragement have you shared today?
2. How much have you saved last month?
3. How many books have you read last quarter?
4. How much time have you spent in quiet time, reflection, prayer?
5. How many contracts? How many proposals? How many meetings?
6. How many calls today?

How many? How much? What’s your number?

Life is not complicated. It is all about a handful of supporting disciplines. Just remember, my little box, your little box, is just like that… little. All it can accommodate is a number. But, I tell you what, that number will tell the whole story.

I will close by reminding ourselves to always take the right action that will translate into the right number. It is always about the little box and a number.

1. Due Diligence.

Research, research, research. Try and compile as much information as possible. Is there a need for this product or service? Do I have a defined demographic that I am trying to serve? Is there something else offered currently out there? Do I have any direct competitors? These questions among many others should be asked and answered.

Proverbs 14:15 reads: “A wise man looks well into a matter.”

2. Solve Masterfully a Specific Problem.

Trying to be good at a lot of things can be hurtful to your business. Being very good at one certain thing can be beneficial. Find a way to disrupt the current market or look for a void that you can exploit. What is one problem in the marketplace that only you can solve best among your competitors?

3. Test Your Market.

You never know if your offering will have a great impact on your target market unless you test it out. Before going all in, it is necessary to know if your product or service will sell. Try a small population sample first. Test the waters first.

4. Put Together the Right Team.

This is simple to understand. You can rarely do it all alone. There are people out there who can help design or program your product, and they can do it faster and better than you. Enlist them on your team. Working together is vital for all the members. This is called synergy: the sum if the whole is greater than the sun if the parts.

5. Find a Great Mentor.

“Corporate social responsibility is everything that happens around us, and we are all an integral, indispensable and probably the most important part of it, as the whole of our planet may be viewed as one large corporation.” – Alexander Vinogradov

It is important to recognize that companies can have a great impact on their surrounding communities and country. As a corporation, aside from generating business, they are responsible for helping their employees through pension plans, health benefits, among other things. In addition, firms can help finance other initiatives including playgrounds, sports fields, schools, nurseries, etc. As Deputy CEO, Alexander Vinogradov of Pepeliaev Group is highly involved in the process of corporate social responsibility. His company provides various benefits to employees and implements socially oriented projects. These projects include assisting the Kremlin Museums Support Fund and the Regional Public Organization of Disabled People. In addition, the company helps the Russian State Library and State Historical Museum in an effort to aid in the restoration of historical documents and “preserve the national intellectual legacy.”

Corporate Social Responsibility should be a constant and serious initiative for any company. Outside of the workplace office lies a world that is in need of help. If not within your immediate reach, opportunities to help and make a difference could be found in other countries. Aiding in different social initiatives will not only shape positively your own company culture but will also cast your organization in a positive light with outside stakeholders. It is important to wisely steward both your personal and business resources in a way that will impact the world positively.

A: Dear Amanda,

There are several companies that come to mind. I will highlight one at this time.

Roadwire (RWDR) is a premier aftermarket automotive solutions company based in Austin, Texas. The main reason that I admire this company is due to its leadership. Aaron Forrister, the CEO of Roadwire, improved the corporate bylaws during his first 30 days on the job at the beginning of this year. The bylaw change accounts for giving away 10% of the profits to charitable organizations. Aaron is an effective leader who was able to inspire his entire company to rally behind the new corporate mission statement:

“Our mission at Roadwire is to bridge the gap between the needs of humanity and the resources of business.”

Aaron’s focus transcends the automotive industry. He and his company think globally and look for ways to truly make this world a better place. Whether sponsoring medical missions, taking care of orphans, supplying resources for microfinance programs, or digging water wells, Roadwire is an enlightened company that understands how “doing good” leads to “doing well.”

Best, Andrei