Healthy competition is good for any business because it forces you to keep sharp and stay focused. But name and brand recognition is contingent upon putting distance between you and your competition. To accomplish that, dash out of the starting block and don’t look back.

Most of us probably remember the fable about the plodding tortoise that beat the speedy hare in a race. The moral of the fable was that slow and steady wins the race.

Some ideas we might think of, can lead to great inventions, while others might simple “crash and burn.” Yet, all ideas are worthy of at least some discussion. The only bad ideas are the ones we hesitate to bring up.

It has been known to happen. A board of directors or organizational volunteers meets to kick around ideas to boost revenues or fundraising. One participant recommends sending out a newsletter or a direct mail piece. Another participant dismisses the idea on the spot, saying something to the effect of, whenever I get a brochure in the mailbox it goes straight to the trash can unopened, so why should we spend our money on that.

This reaction can come from even the most decent people who have only the best interests of the organization at heart. However, there is a facet of human nature that contains an initial, knee- jerk reaction to kill an idea, or to be dismissive without giving the matter its due consideration.

You just started an advertising campaign with great expectations, not to mention with a sizable investment. Much to your dismay, the days pass and your campaign is greeted with an eerie radio silence. Do you give it more time, or do you cut and run?

How long do you stick with an advertising campaign that seems to be floundering? This is an important and fair question, which can only be answered after taking a combination of factors into account. The three most important aspects to consider are: did you allocate enough resources to the campaign? Are you targeting the right audience with the right medium? Is your message “resonating,” which means can people relate to it?

We have all been traumatized by the terrible calamity that befell our community. Our heartfelt tefillos go out to the family that suffered tragic loss. We can only pray that no more disasters will befall the Jewish people before Moshiach tzidkeinu arrives

The mind is still numb and the heart remains broken with sorrow over the tragic death of precious Leiby Kletzky z’l. Leiby is klal Yisrael’s child. His memory is etched into our hearts.