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Executive Profile – Janet Deering

Janet Deering is president of Spring Valley-based Deering Banjo, which has been making banjos for 30 years.

Name: Janet Deering.

Company: Deering Banjo.

Title: President.

Education: Graduated from Clairemont High School; attended San Diego Mesa College.

Birthplace: San Diego.

Age: 54.

Current residence: El Cajon.

Family: Husband, Greg Deering; son, Jeremiah; daughter, Jamie.

BUSINESS PHILOSOPHY

Essential business philosophy: Always deliver more than you promise.

Best way to keep a competitive edge: Keep quality high and service even higher. Always continue to improve your products to stay ahead of the competition.

Guiding principles: I apply the administrative technology written by L. Ron Hubbard. Business success by satisfying customer needs through quality, service and productivity.

Yardsticks of success: We measure our production by statistics and keep the statistics going up to measure success. Steady improvement is my yardstick.

Goals yet to be achieved: Producing a lower cost banjo made in America that is far better than the imports, and doing it profitably. Our product is the magic of music that is created by people playing the banjos we make and the enjoyment they have in playing them.

JUDGMENT CALLS

Best business decision: To start into business at 21 years of age and be persistent by not giving up. There is always a solution on the horizon if I’m looking for it and I will find it.

Worst business decision: To ignore the need to adjust what we build to the marketplace and let products pile up before adjusting to meet the market needs.

Toughest business decision: To cut back when circumstances warranted it.

Biggest missed opportunity: I’m not aware of one; if I saw the opportunity, we took it.

Word that describes you: Dynamic.

TRUE CONFESSIONS

What you like best about your job: The challenge of it and the success I have at making things go right. I enjoy making people happy by giving them great banjos and hearing how it changed their lives.

What you like least about your job: That the road is never an easy one and it’s always changing and giving new curves; it’s like juggling. But then that’s also the fun of it! It is truly an adventure.

Pet peeve: People who don’t take responsibility for themselves and who blame others for their own condition.

Most important lesson learned: I have to choose my people and not tolerate underachievers working for me. I must find people who enjoy what we do and cultivate their participation by delegating authority to them. Don’t try to do it all myself.

Person most interested in meeting: A kindred spirit.

Three greatest passions: Business, Scientology and exercise.

First choice for a new career: World traveler and educator.

PREDILECTIONS

Favorite quote: “A person is as valuable as they are of service to others.” , L. Ron Hubbard.

Most influential book: “A New Slant on Life,” by L. Ron Hubbard.

Favorite status symbol: A nice home.

Favorite restaurant: Applebee’s.

Favorite place for business meetings: Ranas Mexico City Cuisine.

Favorite vacation spot: Curacao, in the Netherlands Antilles.

Favorite ways to spend time: Hiking, backpacking or sailing.

What do you drive? Ford Explorer.

Do you use a GPS? Yes.

Do you use a PDA? Yes.

What’s on your iPod? I don’t have one.

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