You’re running a business, not a vacation. Take the best roads in the fastest cars to do your best work for the most people.
Today I had a conversation with an incredibly capable woman. She’s a marketing expert of sorts, and I’ve seen the results of her work, she’s very good. She’s built her business from nothing over the last couple years following a painful divorce. Like lots of people, her life hasn’t gone the way she hoped it would. But like few people, she has chosen to take what she has and make the most of it.
And yet, in the midst of all that self-empowerment, she’s playing small. She has a growing business locally, working with a variety of clients in different industries. And so what she does so well has to be adjusted each day to fit a totally different sort of situation. I see this all the time, in all sorts of businesses.
Dentists, photographers, and web designers all need marketing. And success with that marketing comes from the same set of principles. This is her expertise. And she works every day to adapt her expertise to a variety of business needs, and a plethora of target markets.
But how much more could she make, and how much less work would she do if she served a single segment of a single industry, and focused on a single type of clientele? If she focused on high-end photography, for example, she could have a thriving business working with fewer clients and charging more per client. Or if she focused on web designers, she could streamline and package her solutions and serve a much wider audience in a more automated way, offering a lower price point and working with a lot more clients with much greater efficiency.
For most entrepreneurs, starting out in business takes a lot of trial and error. But as we focus and clarify our strengths and our desires, we should work to streamline our goals around the fastest, widest roads to our goals. And we should select the highest performance vehicles for the journey. There’s no grand nobility in doing harder things in harder ways. If you’ve decided on your goals, then plot the most direct, efficient route, and select the most effective vehicle. Take the highway, and drive a Ferrari.
The 9th Day - 7 Ways