Changing Negative Perceptions of Black Business
The problem, however, still remains within our community.
How we perceive ourselves, has been and remains a problem. It has been etched in our minds over years that somehow we are inferior in certain areas. Taking care of "business" is certainly one of those areas.
When I say "etched", I mean that we have been conditioned and programmed to have a set of beliefs about ourselves, which for the most part are negative. This programming has been handed down from generation to generation, without us in many cases, ever being aware of the invisible "mental triggers" which can control our behavior.
Don't believe me? OK then. Try getting in front of a group of Black people from varying backgrounds, age groups, education and income levels, and simply say in a volume loud enough to be heard, "A Nigga ain't ....".
And then listen, as the group will chime out on que, what they perceive is the answer to the end of that sentence. They will shout out or say the exact same four-letter-word, that starts with an "s" and ends with a "t".
It doesn't matter if those people ever even met before the proclamation was made. There would still be a "unified voice" in finishing the comment. And those that didn't utter the word, probably still thought it in silence.
That should make you go ...."hmmm". How can that be? Where did they get that idea from? Who taught us that? What's the reason behind it?
The reason is simple. We have all been programmed. The process that got us into this mental condition or state is very complex and at this late stage in the world's cultural development, still very hard to untangle.
So let's not take away from what's at hand right now, to try to delve into the "mysteries" of mind control and the "mastery's" of slave-mind conditioning. This is not about what has happened to us, as much as it is about, what are we going to do about it now.
So it doesn't matter where you live, who you went to school with, what your Mama or Pastor said or didn't say. We're programmed and conditioned to believe certain things about ourselves, consciously or subconsciously. That general perception, for the most part, is negative.
This is a big problem, especially for any Black business owner or entrepreneur. Starting a business of your own is already hard. Add to that weight, the burden of having to overcome invisible issues in a customers head. Preconceived notions about all Black business, which may cause many to fail or never start in the first place.
The obstacle is significant because, in the marketplace it translates to, "you can't do business with Black folks"; "they over charge"; "they give poor customer service"; "they do shoddy work"; "I heard bad things from a friend of a friend, who had a cousin, whose neighbor said...".
Or some prospects who are fully capable and can afford what you're offering to say, "why do I have to PAY that for YOUR merchandise? Why can't I have it for FREE" or "Where's the "hood" DISCOUNT?" or "You too HIGH".
The hidden meaning in FREE is, it's not worth paying for anyway. Give a "brotha/sista a break" or the "hook up". "High" is relative to the product/service being offered and how, when and where else you can get it.
The hood Discount refers to a belief that "why should I pay you retail when you stole it or paid wholesale for it. Why you gonna try and make a profit off me?".
This is a major problem and as Black people, we are either a part of the perpetuating of the problem or a part of the solution. Ask yourself where you side.
Are you still programmed and conditioned by invisible/internal "mental triggers" that when stimulated cause a certain predetermined behavior?
Or have you been awakened and can "see" for yourself what really is going on all around you and to the people you care about deeply?
The Black Business Builders Club, continues to grow and endure because there are some in our community that have, by whatever means, been able to break or outgrow, that mental grasp that continues to hold many others of us down and out (of control).
They have cleansed and reconditioned their minds to be strong enough to withstand the attack from within (their own minds and from their own families and friends). How they did it, I don't know. I suspect only by the grace of God.
They are home-based, full-time and part-time business owners, entrepreneurs, conscientious consumers, corporate and government workers and others in our commUNITY. They are our real heroes and sheroes.
They have decided, for whatever reason, to not only do good for themselves and their families, but to do right by the community by starting a business. Or as consumers, to work to recycle Black dollars.
Ultimately, they want to be solely responsible for their own destiny and financial well-being and not dependent upon someone else for earning a living or for access to the products/services of their own choosing.
Many have already started and are working to grow a successful business, the right way to provide for themselves, their families and the general community at large. They provide goods and services that are as good, if not better, than the same or similar products/services offered by other groups. They give good quality service at a fair price, while earning a reasonable profit.
As a point of unification and solidarity, many have joined the Black Business Builders Club. Not because we have the best resource, tools, benefits and training to be found anywhere. Not because we have some of the greatest people in the business world associated with us. Not because we have we have been consistently bringing value to the marketplace for a long time; or because of, or in spite of me.
They mainly join us because, membership in the Black Business Builders Club makes a statement. It says, that the member has made a concerted effort and conscientious choice to be identified as a "Black Business Advocate".
They have put their money where there mouth is and decide to be counted among the ranks of those seeking to become a part of the solution and not remain a part of the problem.
They understand the importance of organization and the need to come together in harmony around business, financial and community issues.
They know that they could probably start their own organization but choose rather to join one whose parent organization, the National Black Business Trade Association, has been around for over 16 years. That is nationally and internationally recognized, debt and (mental) disease free.
They want to unify and work with serious (but fun) people who are real everyday folk, but who are about real business. And not just start another, high priced, ego or guru-centric, "me-too" membership website (anyone can do that).
They understand that as solo business owners and entrepreneur there is value in establishing an extended network of contacts and resources.
Together, our goal is to help stem the tide of negative images, stereotypes, rumors and innuendos, that have cast a less than positive light on Black business.
By increasing our membership roles, we want to show that at this point in history, we have reached new heights in this "free enterprise" system.
The news media, currently is highlighting this fact all the time now. We want to continue to expand positive exposure for Black businesses.
Its time for us to tell our own story and have that story have a happy ending. We are writing the "story" every day. Its not just about us, but future generations coming behind us.
The story is, we are more than just "mom-n-pop" operations and we do more than trade in only ethnic items with limited distribution or customer bases.
We do more than work out of the basement of our homes. Or the trunks of our cars. Or with our kids crying in the background while we're on the phone.
We do more than run Fortune 1000 franchises. Of all sizes and annual revenues.
We do more than just sing. We run record labels and manage talent.
We do more than walk run-ways, We create fashion shows and design clothing.
We do more than network marketing/MLM. We create extraordinary incomes.
We do more than invent great products and create great new services. We provide the world with significant contributions.
The fact of the matter is ... We do it all! And the best is yet to come!
We have moved from the streets to the suites, back to the house and now around the world.
We take pride in our businesses and will protect and nurture them by uplifting, empowering and inspiring tools for their success and growth.
Also on the other side of this advocacy, we won't let anyone hide behind the "Black thing". Be they rich or poor, Black or white. Whatever.
There are some who pretend to be a Black owned business when that's not the case.
There are some who are taking advantage of our trend-setting gift and get to market first using us as front men. We will have to compete and win.
There are some who use "Black" as an excuse for poor service and higher than necessary pricing. We're not having it!
We will hold Black businesses accountable and will leave no Black business behind that seeks to grow using proper business principles.
There is no scarcity, but universal abundance for all who adhere to the universal laws of success. We want all Black businesses to prosper.
The marketplace is rapidly changing. We have made some historical miscalculations that have caused us to get off track.
Its time to make the necessary corrections and move full speed ahead.
For example, just a few short years ago, when you bought a Black book you bought it from a Black bookstore. You had no other choice.
The major chains and bookstore outlets didn't carry very many Black books at all. You couldn't go to Border's or Barnes and Noble to buy. You could only find the best Black books in Black bookstores.
Why, because for years those and other large chains, would not carry Black books, with Black subjects and written by Black authors. They didn't see a market for it.
Black bookstore owners were the enlightened entrepreneurs and retailers at the forefront of making a way for creating and growing a whole industry of Black writers, editors, printers, publishing and distribution companies.
Black bookstores got cut out of the loop when the large book chains saw the hand writing on the wall. This is a Black business tragedy and market miscalculation.
Now large chains have whole sections dedicated to "African American" literature, when just a few years ago their general consensus was Black do not read. What happened? They changed their minds.
Their "perception" has changed because it made good business sense. Black readers represented for them a new market. They took the market.
Black bookstores could not compete without its old customer base who was lured away from them and so many Black bookstores have disappeared. Those that remain, do so with a dogged determination to still help de-program Black minds.
And we should buy from them. When we buy from them we are not "supporting" them as in making a charitable donation. We are doing business with them. Their price is the price of the book. Yes, the chains can knock off a few pennies here and there, but should we sell out our Black bookstore for a few pennies? How do you see that?
Sometimes Black consumers only see doing business with Black businesses as charity. They equate "support" with "charity". So when you ask the Black consumer to "support Black businesses". The "mental trigger" of that (programmed) consumer reacts with ... "when I buy from a Black business I am not really doing a business transaction, I'm helping a brother/sister out."
While that may be true, its true also when you do business with anyone. Who you spend your money with is who you help out.
But that doesn't stop the programmed mindset. The "mental trigger" makes one believe, "because I'm helping you out (negro), don't charge me the full price. Throw something "extra" in the bag, give me the 'hood' discount, or else I won't come back and will tell everyone I know ... you high!"
This is not the case and we need to deal with this as a line item issue when helping Black consumers become more aware of Black businesses. Don't support Black businesses ... patronize them.
I know, I've gotten off track but, if you are still reading (thank you). So back to perceptions.
Our perception (of ourselves) has not changed and makes no sense (or cents).
We still talk about Black people not reading. Barnes and Nobles has changed their perception, and all other large chains have changed their perceptions. Is this progress? Or what?
Black bookstores lead the way to open opportunities for others to advance and get a foothold in this economy. They provided access to good information in the form of reading materials, research and history resources, posters and Black art, by and about us. They allowed us to use their stores after hours for book clubs and community meetings. They served us well.
They helped to feed and free our hungry Black minds. They didn't think or even imagine that we would abandon them just to go to the mall.
Another example. During the Civil Rights era, there were some who lead the way for the masses to enjoy better public accommodations and equal access.
For those too young to remember, Black folk couldn't drink from water fountains in public parks or use public toilets or sit in certain seats on buses or in movie theaters.
That newly legislated "access" led to a depletion and decline of most Black businesses left in the path of the flight "downtown" to spend (give away) our money.
The leaders of the day hoped to find more education (enlightenment) for our people in colleges and universities, that we could not have historically attended.
This shift and trend, caused a "Brain drain" in our communities nationwide and within historically Black colleges. The trend also created a slow down in the development of Black businesses. People took corporate jobs under what were then called "pacification programs". The call of the day was to "get a good job", move out of the old neighborhood and find a new set of (white) friends and spend all of your money while trying to impress.
In the process, we abandoned those who helped us get ahead. So, have we progressed as a result? How far have we gotten? How much further do we have to go? What's our next biggest challenge?
I say its economic and financial development and Black consumer awareness.
Its tackling the "free enterprise system" with a vengeance and using it to better leverage our position here as a people. So as to ensure that future generations will not be put back, put out or put under because of us misreading the times or the intent of those in our midst.
As consumers, we need to be more responsible (response able) and not merely reactionary (trends come and go). Being reactionary has only caused us more harm then good in the long run. We tend to jump quickly when that "mental trigger" is activated.
As business owners and entrepreneurs, we need to stay on top of forecasts and trends and not assume loyalty just because we're Black. We need to win back Black consumers' confidence. We need to "fight fire with fire". We need to be the best in all that we do. We need to lead and not follow. We need to take charge and lead by example. Showing others the way to financial success.
We are now living in the "Information Age", the age of the Internet and digital/telecommunications. We are heading toward the "Nanotechnology Age" and we should also be preparing for it now. So there's still plenty ahead of us to do.
Now is the time for us all to awaken and establish ourselves in the right positions and build a strong foundation. There's a lot of work to be done.
Until the Black business sector is fully operational and contributory, we as a people, will continue to suffer from all the negative historical programming and miscalculations that still exists.
The Black Business Builders Club is spearheading the call for Black business development as a hedge against other market, historical and political conditions. We are seeking to find like minded people to join us as we move forward with us.
We know we can't be all things to all people. We know our niche. Its home-based, small office, full and part time, entrepreneurs. business owners and sales distributors.
We are helping Black people start, grow and develop across all business lines. We do this by providing access to good information in the form of benefits, resources and networking. Enabling them to ignite the flame of the "entrepreneurial spirit" within Black people everywhere.
We want our members to transfer learned skills and behavior, within family units and provide entrepreneurship as a viable alternative to job taking.
Membership helps us accomplish our mission and goals. Our aim is to put a new positive spin on Black entrepreneurship. We believe that every month is Black business awareness month. We are building a Black business and consumer network. We invite all to participate.
Peace and Blessings,
Lee Green, Chairman, National Black Business Trade Association
http://www.nbbta.org
CEO, Black Business Builders Club
http://www.blackbusinessbuilders.com
