On life and business

Time Contributor

 

Donald Cooper, a former world-leading maker and retailer of Cooper sports equipment and a current award winning fashion retailer, took time out to deliver some inspirational words to Strathmore High School students on March 28.

“These are fresh, energized, young minds and souls. If I can touch minds into being extraordinary in whatever they do, I would feel that would be a day well spent,” said Cooper.

Many of the students relate to him through their sports activities.

“If you are involved in sports in Canada, you probably have grown up with the Cooper name,” said Cooper to the students.

They may not know, however, that Cooper fundamentally redefined the customer experience in fashion retail, for which he received seven awards for marketing, service and business excellence and was voted Canada’s Outstanding Innovative Retailer by the Retail Council of Canada.  

His fashion business went against the grain by paying closer attention to customer wants. He offered 50 change rooms in a large complex, allowed as many garments in the change rooms as customers wanted, made a fully stocked baby change room available and offered a specialty drink counter as part of the shopping experience. The awards led to Cooper’s professional speaking invitations, and he has given evolving messages over a 20-year period.

The focus of his message to the students was to be exceptional in their lives, which would transfer to remarkable and profitable businesses.

He challenged the students to consider what compelling value their lives would deliver as they journeyed through life.

“Whatever you do be extraordinary, mediocrity is no longer an option,” said Cooper.

He encouraged them to get excited about being involved in business and doing it right. His PowerPoint presentation illustrated several examples of businesspersons who saw things different from the norm and used that creative genius to turn small businesses into big ones. 

Cooper went on to outline points to consider in business environments, such as: business is not all about making money but about making a difference in the world; make customers into fans; create emotional connections to your company; learn to partner with others; think of the customer need and love what you are doing.

Cooper said students needed clarity in business and life, in order to make important decisions. Build relationships that support that vision. In partnerships, elements of confidence, respect, rapport and shared vision, values and commitment make business sense.

“We are not defined with how we live, it is who we are,” said Cooper.

Being realistic in goals is also important. He said most businesses lose money in the first two years, break even in the third and make money in the fourth and fifth year. Generate a business plan that will finance the life goals you are seeking.

“If it doesn’t work on paper, it won’t work in real life,” Cooper said.

He cautioned that some business people let the work take over their lives.

“Make your business model fit your lifestyle and don’t let it destroy your family.”

Several students met with Cooper to discuss the lecture..

“I am involved in 4-H and we have to do that every year. He would be a good contact in the future if I want to have a business,” said Kaycee Stern, who is interested in communications and was already developing her networking skills. “He is an amazing public speaker.”

Nav Sidhu’s family has a business. He said he has seen where partners need to make a commitment and hang in through the five-year process to make a profit.

Ty Nielson and a friend are considering a business and he liked the concept of including joy and communication as a business strategy.

Brody Miller felt the tips offered were very practical and looked forward to incorporating some of them in his father’s garage business, if and when he enters the family business.

Cooper, who was also featured at the Canadian Badland Conference held March 28-29, wished all the students an amazing life journey.