Chugging along: FOURSIGHT gets creative in an old transit hub.

Author:Crabtree, Amanda
 
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From a corporate marketing executive to a small business owner with an MBA from the University of Michigan, Chamber member Marla Booth has a very diverse and successful business portfolio.

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Booth said goodbye to the corporate world in 1999 when she went to work for Joan Blough at FOURSIGHT Creative Group, having been a previous client. There she had an "undefined" position and quickly started managing projects and employees. Within three years Booth was asked to buy the company, and did so after completing her MBA. She took over as president on Jan. 1, 2004, and the rest is history.

Becoming a small-business owner was a goal Booth never set for herself. Growing up she didn't know any small business owners--everyone she knew was in the automotive industry or working for large corporations. In graduate school, Booth said she was the only person she knew who was going to buy a business upon graduation. She said her classmates were amazed and thought it was great, even though they didn't know what it meant (but neither did she!).

So when it comes to the day to day business of running FOURSIGHT, she often turns to her father-in-law, who had a successful private practice for 35 years. "While they are two completely different businesses, there are a lot of similarities," Booth said. She strives to communicate with her employees and make FOURSIGHT a place where people want to come to work, and also where clients enjoy visiting, while creating an environment they can do well in. While owning a business is hard work and different than any other job, Booth said, "I don't know what else I would do now."

Since joining the company in "99, Booth has helped the company grow and expand by providing clients with not only creative things to look at, but creative business plans and marketing tactics to deliver messages to their client's intended audience. With Booth's marketing and sales experience, business background and actually running an effective business, she pries into her client's businesses in order to achieve better results.

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A lot of problems businesses have stem from becoming too close to their product or service, working with it everyday for years on end. They lose touch with why their product is better or different than the competition. After a strategic meeting, FOURSIGHT talks to their client's customers in order to understand what they are looking for, and then they come up with a plan and outline...

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