Peter Mill of Direct Marketing Systems Ltd, Havant is in defiant mood about the economy, and has a heartening upbeat tale to tell about his recession-busting business approach.

"I've heard about the recession, and I've decided we're not going to take part."

You get the sense with Peter Mill that he means what he says.

"Honestly: you just have to have the right mindset.  If you sit down and listen to all the stuff the bloody journalists are telling you - no offence - you'd run and hide your head in the sand or throw yourself off the nearest cliff.  But my great advantage is that I've always been bloody minded - so I'm looking at the recession as an opportunity to open new markets, do new things, and expand." He sits back and smiles, fixing me with his clear eye.  In a steady tone he says:  "There are opportunities out there, if you know how and where to look."

Peter Mill is a confident personality.  Born in 1962, the son of a Polish World War 2 veteran, he grew up in Southampton, surrounded by his father's successful fish and chip business.  "Business and hard work are in the blood," he tells me.  "There was a lot to learn from dad - not only about how to run a business, but also from his attitude to life."

Peter goes on to tell me how his dad had been a fighter in World War 2. "At the age of 15 he was working in the stables for the Germans, when the horse of the German major he was working for died. The Germans tried to pin it on him and he was due for execution. But he managed to convince them that he didn't do it. He got a reprieve and was conscripted into the German army. Not being very impressed with that, he escaped to Britain at the first opportunity.  He was trained in combat in Scotland, and then returned to the war - this time on the right side - only to find himself fighting in exactly the same place where he was captured in the first place."

He has definitely inherited some of his dad's battling spirit.  The natural instinct to survive and make the best of what everyone else is labelling a bad situation is his forte, as is demonstrated by his determination to make the best of the recession.  He looks me clearly in the eye and says: "This recession nonsense: you know it's all too easy to fall into despondency, thinking about doom and gloom.  If you want to go that way, that's down to you.  But don't expect me to follow you."

Peter is a fascinating example of a businessman with a power station load  of energy and an unerring sense of where he is taking his business.  And that, he assures me, is in only one direction: UP.  That's why he's just started a new import / export company, and a new holding company in Eastern Europe. 

So, how is he doing it?

"The thing to do is look where markets are underdeveloped.  We've just signed a deal with an overseas chain of more than 140 stores to distribute stationery.  The opportunities are out there, I can tell you." 

In this bullish mood, when I mention the recession again, he has a very strong response:

"Recession?  You know, that's just one word beginning with 'R'.  There are others.  Like: Rubbish.  Which is what I hear every time businessmen use the word recession as an excuse for their businesses failing.

"The truth is, your business fails if you have a bad business model, if you aren't able to adjust - or you aren't making enough sales.  And that's very sad for some, but not for others.  In the long run, it gives less experienced businessmen and businesswomen a lesson in getting it right.  It weeds out badly run businesses - and for the survivors who adapt, it gives them even greater opportunities.  Why?  Because people still want goods and services, no matter what.  With less competition, good companies get the chance to expand."

It's a surprising message that certainly bucks the trends of current thinking.  Peter goes on to hammer the message home:  "So, rather then Recession, the R words I'm interested in are Recovery, Resurgence, Renaissance - even Resurrection for Christ's sake!

It's a lot more than empty words. With 15 employees, a successful graphic design business, telemarketing, email marketing and copywriting services, Peter Mill announces that when you engage DMSYS, you get marketing in any way you want. And with one of his business providing courier services, while another - Skinmymedia.com - gives people the chance to personalise their laptops, iPods PS3s and other media, he has diversified to thrive. 


"You know, it’s possible in times of recession that desperation can bring out the worst in people and their businesses.  I have seen it.  The thing that paralyses people is fear: like rabbits in front of the headlights.  One of the things I have observed is how some businesses sit on their cash instead of doing business - or even paying their bills.  That really is a genuine problem for some small businesses, and I have every sympathy with them. 

I was talking to a headhunter only a few days ago who was telling me that life for people involved in her business is very tough.  When people call her, she knows that they need a little bit of kindness and some understanding.  I really do think that if businesses pull together, show each other some respect and get enthusiastic, then it is all possible. But you know - it takes that secret ingredient: the expectation to win, if you want to get ahead."

Well, if that is what it takes, Peter Mill has it in spades!



EDITORIAL NOTES:

Contact: Peter Mill, DMSYS Group on 07970 214835 or in the office on 02392 476007

Images of Peter Mill available on request.