Believe in What You Want: Finding and Implementing Your Vision

When we first started constructing our buildings, selling them took a lot of time and effort. Many factors conspired – the market wasn’t ready, our product wasn’t as polished as it could be, we were just starting, and so on. With time, we learned and improved.

But I always had a vision – I wanted to create a product that would easily sell out, a product that did not need clever marketing or sales reps to sell it, a product that would sell itself.

[Photo: Annie Spratt/Unsplash]
I became obsessed with that idea, something I have seen in action in many different places, and I am sure you have, too. When my husband and I went to Capri, we noticed a gelato place that always had a line of at least 30 people long, all day long. People would wait in the very hot weather for several minutes to get their gelato. This is an example of how the product sold itself.

So, with that vision in mind, our organization focused on improving our product, and I worked hard in making our company, Celaque, the type of company that could handle having that type of product. Selling so much of a product means that you also must have strong operations that will back up the sales. It’s pointless to sell like crazy when your customer service is not up to par to handle all your clients. Building the company to make sure it could handle an increased level of operations took a lot of effort, but we finally reached that point.

As we built the company, we also worked on our product offering. It took a few years of trial and error, but we finally designed something that took the market by storm. We did our research and designed a product with our customers in mind from the beginning, and it worked!

I didn’t believe it at first when our sales started exceeding my expectations. Honestly, it took me a few months to finally accept that we had a winning product. It had taken so long that I couldn’t believe it, but once I started to see it, I accepted that we had figured it out, at least for now.

[Photo: Annie Spratt/Unsplash]
And so, we began making more of that product, and it is still selling and exceeding expectations. I don’t know how long it will last, but we are riding the wave however long it lasts. We are not, however, keeping still and waiting – we plan to continue to innovate because nothing remains static, and neither can we.

This experience taught me so much – mainly that where there is a will, there is a way. Find your vision and stick to it. You might have to go through a lot of experimentation and mistakes, but if you persevere and work through it all, you just might find that product or idea you have been searching for, just like we did.


Pamela Ayuso is an author and the co-founder and CEO of Celaque. She is a real estate entrepreneur and developer who has executive leadership experience in two of the most successful real estate developers in Honduras — managing operations at Alianza and leading Celaque. Celaque develops office and residential buildings and manages a broad portfolio of properties. Pamela’s focus is on growing Celaque into a model for the 21st-century company.

In addition to her role as CEO at Celaque, Pamela is the author of Amazon best-selling book, Heptagram: The 7-Pillar Business Design System for the 21st Century. She offers practical business and personal development insights for other entrepreneurs and business leaders on her blog and LinkedIn. Her husband and her three wonderful daughters inspired the story of her first children’s book, Alicia and Bunnie Paint a Mural.       

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