Talking Heads: Couple thrive on taste of positive feedback

Anthony & Katrina Cole

Position: Directors, Ponsonby Pies

Number of employees: 30

Age of company/organisation: 9 years retail, 5 years wholesale

What makes your day at work?

Feedback keeps us going. The appreciation of other people that our product has satisfied their taste buds. Or the converse so we can make it better.

How did you get to where you are today?

It was Katrina's family's business and my dad had retired and was looking to invest some money. So when we married, the families decided to give us a shot at the future. The business was a dowry almost. Where one of us is weak the other is strong. We are happy as a team, combining our skills and knowledge from previous employment.

What's the most important lesson you learnt on your way up?

K.I.S.S. - keep it simple, stupid! We did not try to reinvent the wheel. In our case the humble pie is a pie. It was the quality we improved. Also, don't take criticism too personally - you need to grow a thick business skin.

What pitfalls have you come across in your career? How have you dealt with them?

People saying we couldn't do it. They said marketing a pie as a gourmet meal was crazy. So we got no support. It was the classic Kiwi knocking machine. But our belief, ahead of any marketing plan, succeeded.

What advice would you give to a young person starting out on a business career?

Believe in yourself and the concept you come up with. Don't let anyone knock you down. But if it doesn't work, pull yourself up and have another go. Trust and respect is earned by what you do, not by what you say.

t is the biggest challenge for your company? For the economy today?

It's the same. Small businesses don't want handouts, but for us to grow, compete with imports and start exporting there needs to be some Government help. For example, a bedding-in period for young companies, with tax breaks for support; incentives for R&D; higher depreciation rates; fewer compliancy costs; and advantages to encourage employment. Manufacturers here are competing with highly subsidised imports. In this country it's just a case of doing it yourself or not at all. The challenge is for politicians to have the guts to do it, because if Ireland can, why the hell can't we?

there was one thing you could have done differently, what would it have been?

Trained ourselves on how to hire people. We went on gut feeling and how people might fit in with us rather than the company. When you go from five to 30 people in a few years, it's important to have organisational fit, but it's hard to judge from a short interview process.

What ambitions do you have?

To open more stores in Auckland and acquire our own export-approved factory so we can get past the bureaucracy and into Australia. A wider ambition is to see more companies adopt the New Zealand Business for Social Responsibility ideals. Business leaders need to lead by example and be more honest with people. This country needs to return to common decency principals - caring about people, not only economics.

How do you relax?

Walking the dog around the Owairaka domain, spending time with the children, watching the Blues and the Warriors play (and having a damn good yell at the referee). We're proud to be Aucklanders and fresh air and views of the city help you to forget about work.

* Anthony and Katrina Cole spoke to Lesley Springall.