Failing My Way to Success: Life Lessons of an Entrepreneur
By Steve Lobel
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Failing My Way to Success - Steve Lobel
Acknowledgements
INTRODUCTION
When I was in my mid-forties, at a time when peers were hitting their mid-career stride and building their fortunes, I was the stereotype of a failure. I had no income, no job, no career — and, it seemed at that moment, no future. The worst of it was, I had brought all this misfortune on myself. Against the advice of my accountant and others, I’d bought a business I knew nothing about, and watched it dramatically and miserably fail in a mere twenty months. In that time, I borrowed hundreds of thousands of dollars from relatives, friends, banks, and credit cards, and sank so deeply into debt I had to look up to see the ruins. My folly forced my wife and me to declare personal bankruptcy, endangering the family’s stability, destroying our security, threatening our home, and jeopardizing our children’s education.
All of this came in the aftermath of my having built a gourmet food market literally from nothing into a regional phenomenon with $3.5 million in sales — only to lose all share and control of the business that bore my name, along with a six-figure income and my public identity. This collapse had also occurred, at least in part, through my own hubris and miscalculations. These two business defeats laid me low professionally, financially, and emotionally, and the damage took more than a decade to reverse.
As I write now, life is good. At the age of sixty-seven, I am blessed with good health, a thriving family, and loyal friends. My business prospers and affords me the time and resources to contribute to philanthropic causes. I have the good fortune to live in a country and society of stability, peace, and abundance. I have everything to be thankful for, and that gratitude underlies the lessons of this book.
A Zen saying tells us, Fall down seven times, get up eight.
Over the course of my life, I have had a number of significant failures, or hardships that felt like failures at the time. As I have looked back at them in the course of telling my story, I have come to see how these dark days sowed the seeds of my eventual well-being. At crucial times of my life, failure has been my toughest coach and best teacher. It taught me not only what I needed to know about being a successful entrepreneur, but also important lessons on how to lead a better life as a husband, father, friend, and neighbor.
It is no exaggeration to say I failed my way to success.
Life is a process of overcoming setbacks by transforming them into lessons. Like everyone, I have the battle scars of bad breaks, missed opportunities, and soured deals. But what I have found most helpful to myself and others is not to dwell on external circumstances, but to look at myself — why I acted as I did, whom I was trying to please, where I thought I was headed. Deeply buried motives are often the strongest barriers to success, until we are able to unearth and understand them.
Hardship is common to us all. As human beings, we are susceptible to bad judgments, errors, blunders, oversights, recklessness, impetuosity, and vanity. But we can also call on our innate capacities for courage, good humor, intelligence, love, and continual growth. What matters is not how many times we fall, but how many times we get back up.
This book has been a labor of love, a cathartic act, and a learning process. The origin of the telling of my story dates back to 1983, when Tom Dandridge invited me to speak to his undergraduate class in entrepreneurship. Though still in my mid-thirties, I had already opened two retail stores, closed one, and experienced significant ups and downs in the process. The response from Tom and his students was enthusiastic and convinced me I had something worthwhile to share. Little did I know then how many more mishaps I would add to the tale! The presentation was subsequently refined over years in Bob Schwartz and Fred Buse’s MBA class on entrepreneurship. I have since taught marketing and entrepreneurship myself, and spoken in seminars, lecture halls, theaters, and on radio and television. In every instance, others have approached me afterward to share stories of their own hardships and compare notes on how to overcome adversity.
I write for the young entrepreneur just getting started, for the mid-career worker seeking to improve his or her future, and for anyone struggling against the uncertainties of life. The book is called Failing My Way to Success, but the spirit that permeates every page is one not of defeat but resilience. In the words of motivational speaker Zig Ziglar, Failure is an event, not a person.
We may fail, but no one who learns from life’s mistakes can be considered a failure. I believe the lessons of failure have made me kinder, wiser, more generous, more empathetic. This too is a definition of success. Maybe the best one.
— Steve Lobel
September 2015
1
PHOTOGRAPHS AND MEMORIES
One of my favorite photographs of my father shows him as a young man with a group of Merchant Marines in a club called Sloppy Joe’s in Havana, Cuba. He’s sitting at the bar in a white suit, white shoes, and wide-brimmed Panama hat, looking like a million bucks and feeling it too, judging by the satisfied look on his face. The date is sometime in the late 1930s, before the beginning of World War II, which my father spent as a tail gunner in Navy fighter bombers. I grew up eavesdropping on the tales he’d recount whenever he got together with other veterans. Those war stories and that Cuban snapshot combined in my boyhood brain to form a single, heroic image of my dad. Years later, when my view of him grew considerably darker, that picture served to remind me of the man he had been, and of how, inevitably, life has a way of changing us all.
The story of my many failures and eventual success begins as a story of life with my father. This is not to discount the influence of my mother, who played a profound role in my life. I owe much of who I am today to four amazing Jewish women (my grandmother, my mother, my mother-in-law, and my wife), but I didn’t appreciate the influence they had until later in my life. At the beginning was my father, Marty Lobel. The happy-go-lucky adventurer luxuriating in the tropics was a world away from the father I grew up with, just as far from me as he was from his own boyhood growing up poor in Brooklyn, New York, in the shadow of his own father. My vague childhood impressions of the man I called Pop are of an aloof figure, an immigrant from Romania who worked long hours repairing toys, fixing dolls, and metalsmithing to feed six children. My grandfather never developed an intimate relationship with any of his children, certainly not my father, who referred to him only as the old man, without a hint of affection. In 1929, at age seventeen, my father left home and never looked back. After a stint in a San Francisco hardware store and then on a ranch, he signed on with the Merchant Marine, sailing to ports around the world. He joined the US Navy after Pearl Harbor and was placed in the ball turret of a bomber, returning fire from enemy attacks. After the war, like so many ex-servicemen, my father wanted to settle down. In 1946 he married my mother, and sixteen months later, I came along.
I was born on January 2, 1948, in the midst of a blizzard that brought New York City to a standstill. After all his years at sea, a little thing like impassable streets wasn’t about to stop my father from getting his beloved Louise, my mother, to Lenox Hill Hospital. In the early hours of the morning, he led her through the snow drifts to Fort Washington Avenue and hailed a cab. She was already in labor, but the story ends without much more drama. They arrived safely at the maternity ward, and some hours later my father became a family man.
Military veterans returning from Europe and Japan were streaming into New York City, creating a housing shortage and driving up rents. My father and mother lived with my mother’s parents, the Sauls, in Washington Heights, in sight of the George Washington Bridge. Doubling up allowed my parents to save enough for a down payment on a house outside the city, in the Long Island village of Franklin Square, a subdivision built after the war on a one-time potato field. Franklin Square is part of the megatown of Hempstead, a Nassau County amalgamation of villages that more or less defines the stereotype of suburban life on the Island. If Hempstead were incorporated as a city today, it would be the second largest in New York State, behind New York but way ahead of Buffalo. We moved there when all that sprawl was just beginning, as Long Island became the bedroom community of Manhattan doctors, lawyers, and business executives — men with big incomes and growing families. It was an ideal place for my father to establish himself as a portrait and wedding photographer.
I learned early in life that whatever a man’s calling might be, his job is to support his family. My sister Nancy was born two-and-a-half years