funny, isn't it?
by jeanne charters

Did anyone ever say to you, “Be careful what you wish for…you just might get it.”?
I’m here to tell you that if someone does say it, listen. Fifteen years ago, I was the Marketing Director for the ABC television affiliate in Albany, New York. One weekend, I went to a “Women, Sex and Power” seminar in Manhattan; during the meetings, we all set goals. Mine was to become a Vice President of a major corporation. Less than one year later, I was named Vice President of Marketing for Viacom Television. Funny, isn’t it, how those old bromides prove to be true? Had it not been for that seminar, I never would have set such a lofty goal.

After 3 years of constant travel to television stations, condescension from my male counterparts (I was the only woman at Viacom TV with a big title) and times sitting in airports when I honestly forgot which city I was in, I was frazzled to the max. I had begun seeing a stress management psychologist who told me my biggest problem was that my sense of ethics was in direct conflict with the work I was doing. He was right. I would make promises to clients that the station du jour supported, only to see the station renege on the promise at the last moment. But, you see, I was making so much money! I was hooked.

Finally, one sunny Friday in September, I was sitting in my office and was called to the General Manager’s office for a meeting. I suspected that I was going to receive a bonus because I was exceeding all my budget goals for the quarter and for the year. At the very least, I expected a “good girl” pat on the back. He asked me to sit down and began to recite what was obviously a programmed and legally perfect monologue stating that my position was being eliminated. I can still hear his voice droning on and on. I also remember that he never said, “I’m sorry.” I had to pack up my office that day, while one of his drones watched me, and leave. If I promised no legal action, I would receive a small severance.

I was in shock! I called my husband and tearfully told him of the tragic turn of events of that black Friday. He said, “Congratulations!” What? Was he nuts? He continued, “Now, you can finally do what you should do…start your own business.”
When I arrived home, blubbering like a baby, he had a glass of wine poured for me to celebrate. At that moment, I realized what it meant to be truly loved by a man. I also realized that I would never again put my career in the hands of fools who did not value me.

So, slowly, fearfully, with my confidence in shreds, I started Charters Marketing. It’s been a great 12-year ride (and counting). Some years, I make great money…some years, it’s Frugal City. One client who owned a furniture store gave me great advice. “Stay lean and mean”, he said. “That way, you can ride out the good and bad economies with your clients.” I did that…became a one-woman whirlwind with a home office who was able to produce quality broadcast advertising programs at a price clients could afford. I won lots of Gold Medal awards for my work from the American Marketing Association and the Northeast Advertising Council (NORI). I even won the top prize several years running from the New York State Broadcasters Association for the best public service campaign in the state for my work with the Make-A-Wish Foundation.

Best of all, I never promised anything that I could not and would not deliver. A wise woman once said to me, “Never promise them the moon unless you have a lot of moons in your back pocket.”

That, dear sister, is what I would pass on to you as you start your own business. Stay lean. Don’t be too mean. Keep your promises. Never compromise on your ethics. Work your behind off. Never give up. You will be successful.

Can I promise you that you won’t be stressed, fearful or often doubtful? Afraid not. But I can promise you that you will be in control of your destiny in a way that no corporation can guarantee. Keep in mind that sometimes the most frightening changes in our life can bring about exactly the destiny that the Universe or God has planned for us? Funny, isn’t it?

Jeanne Charters moved to the Asheville area from upstate New York last September. A former V.P. of Marketing for Viacom Television, she started a successful broadcast agency in 1990 and continues serving her clients in areas of writing, production and planning. In her most recent incarnation, she plans to become a syndicated columnist. Contact Jeanne Charters at 828-628-0023 or charmkt@juno.com.