Schewanick Computer Services

I've just been reading "Good Enough Never Is" an inspirational new book about rural business success.

Written by Peter Kenyon, it comprises 20 case studies of ordinary rural people who dared to be different and have become out-of-the-ordinary rural entrepreneurs. The author examines the attitudes, behaviours and skills that set them apart from most business operators in rural and outback Australia.

Not only is this book an inspiring and entertaining read, it is a tool for self-analysis of yourself, your business and your local community. Not just for rural dwellers either. There is much that city folk can learn from the amazingly resourceful people in our regional areas.

Let me give you a glimpse of the contents.

Elvis Parsley My favourite is the story about a fruit and vegetable store in the small town of Woodford 60 kilometres north of Brisbane. Like many greengrocers it was losing business to the big supermarkets and owner Nick Comino realised he had to do something big and bold.

And that he did, combining his passions for fresh food, fun and....Elvis Pressley to recreate his store as Grapeland.

In 1994 Nick decked out his store with his extensive range of Elvis memorabilia, changed his name by deed poll to Elvis Parsley and "... opted for the looks, the voice, the jumpsuits and the moves of the King...He gyrates, swivels his hips, bends the knee and croons into the mike (banana!) with the same brooding intensity as the King."

Has it worked? Nick has become an icon, recognised for his innovation and his fantastic contribution to tourism and business life in his region. To quote again from this wonderful story:

"Ever since the transformation of the business the joint's been jumping. Take a jailhouse rockmelon, add some suspicious limes, love me tender tomatoes, blue swede shoes, and artichoke hotel, and you're making music at Elvis Parsley's. Nobody has given Nick the raspberry and the cash register's been raisin hell."

Jah Roc Then there is the story of Jah Roc. Gary Bennett and David Paris shared a love of surfing and a love of wood. They developed a business making creative furniture pieces from old bits of jarrah salvaged from business sites and moved into a workshop and showroom on a major Perth suburban road. Then in 1993 they made a bold move, many people said a crazy move, and purchased an old derelict flour mill in the small Wheatbelt town of York for their workshops and showroom. As Gary puts it, overnight they went from 70,000 people a day passing who didn't have the time to stop, to York with a total population of 3,000.

Today, Jah Roc is a multi-award winning business, attracts 50,000 visitors a year and now has a second gallery in Margaret River, co-incidentally very close to some top surfing spots!

Jah Roc has had many decisive moments over the years and these are analysed in this compelling case study. Perhaps the most important was when they stopped making kitchen cabinets, at the time 80% of their business, and focussed on their passion - fine furniture. Their vision statement is 'to create objects of desire that withstand the passage of time.'

The Bush Hilton The third and final 'taster' I have for you from this remarkable book is about an amazing couple Jane and Ross Fargher. Faced with an uncertain future on their fourth generation pastoral property, they bought their 'local', a run down pub in the small town of Parachilna 470 kilometres north of Adelaide in South Australia's Flinders Ranges. Today the Prairie Hotel is the most awarded outback hotel in Australia and a national tourism icon. All the more remarkable when you realise that Parachilna had an official population of 7!

Today the hotel's accommodation, 'feral food' cuisine and hospitality are famous. They have blended excellent food, quality and comfort with old fashioned outback hospitality. In doing so they have turned perceived disadvantages, such as isolation, into advantages. As an example here is an extract from Jane's welcome note to guests:

"Welcome to the remote bush Hilton. We offer more stars than any swanky city hotel. Shake off your conventional city values and indulge yourself in the relaxed style that the Prairie has become so renowned for..."

"We apologise for the lack of TV and phones in the rooms, but it's a Prairie tactic to flush you out of your rooms to soak up the environment. A setting sun is worth more than the evening news! And guess what? The paper is delivered at 7.00am anyway..."

'Good Enough Never Is' and Peter's earlier book, the excellent 'Kit For Small Town Renewal' can be ordered via the Resources section at www.terrifictrading.com. Look under 'Marketing'.

The author, Peter Kenyon, is a true enthusiast who makes things happen at the community level throughout Australia, New Zealand and another 30 countries. I recently heard him present a 'Good Enough Never Is' session based on the case studies in this book. It was energising and inspirational. I thoroughly recommend Peter as a speaker and change agent. He can be contacted at pk@bankofideas.com.au.

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