It’s not often that someone asks thought-provoking questions of this caliber (at last not to me). In case you missed it, here’s an interview Frank Mundo, of the LA Book Examiner, conducted just two weeks ago.
What a great Q&A session, Frank. Thanks. I thoroughly enjoyed it.
To read the whole interview (as well as Frank’s review of my book), just click here..
Ideas? Suggestions? Questions? Please leave a comment.
Thinking of opening a pizza parlour? Right, I never saw one of those before.
A hair salon? Oh, how original.
A social media site? Getting boring here.
A business coach? A wedding photographer? An accountant? Oh, groan…..
If you’re hoping to entice me with any of the above, thanks but no thanks.
No really. I mean it. I’m fine. All stocked up.
I say that because, believe it or not, the last thing the world needs is another small business.
OK, fine. if you do challenge me, and if you’re convincing enough… I’ll still be unmoved.
Why?
Because most new businesses are nothing more than a collection of me-too, cookie-cutter look-alikes, each one indistinguishable, unoriginal and notable only in its insignificance.
Look at it from the buyer’s perspective. Do you think that folk are wandering their neighbourhoods grumbling that there aren’t enough grocery stores?
Doubtful.
If people do complain (those, that is, not already worn down to a lifeless storpor) it might be about the sameness of it all.
“Oh look,” they’ll say, “How wonderful. Another coffee shop just like the one across the street.”
Same. Same. Shame. Same.
I mean, where’s the differentiation? Where lies the innovation and creativity in one more, franchised, outlet-ized, carbon-copied business? Hell, where’s the fun?
Look at it from a business perspective. How does a business that’s no different from the one up the road compete? On price. That’s how.
“Buy from us,” They announce, “We’ve got the best prices in town.”
Big deal.
The competition lowers its price and customers make for the exits.
And therein lies the rub. It’s those damn customers.
Ot at least how businesses view customers.
With too many entrepreneurs, there’s a perception that customers are an invariable variable in the buy/sell equation. And that means there exists a clearly-defined commercial relationship that ends the second after customers plop down their money.
Then, once the transaction is closed, business owners are off to the next customer, and the one after that.
Oh, of course, let’s not forget the (supposedly) more sophisticated businesses that focus on customer retention, forever wondering how to get the same ones coming back for more.
See what I mean? The focus is on customers.
And that’s backwards.
Way I see it, business shouldn’t be focusing on getting customers. In fact, businesses shouldn’t want customers at all.
I say, forget the customers. Why? Because customers only want good value for money.
And now you’re thinking, Hang on, isn’t that what business is about?
Nope. Sorry, but no.
Look at it this way, picture your business as a band (the kind that plays music). Do you think your audience wants to hear you—and every other band—belt out You Light up my Life every night.
And if you lowered the price of your CDs (or MP3s or shows), would your audience, all of a sudden, be happy about having to listen to You Light up my Life all the time?
So, where am I going with all this?
Easy, think like a band and do what the mega-bands do (and it ain’t playing cover tunes over and over again). Then, try to win what they’re trying to win (and, it ain’t customers either).
Rather, your band—er business—wants fans.
Why?
Fans create a buzz, fans are loyal, fans are viral. And…
Fans buy stuff. Lots of stuff
How does a business get fans?
Through originality, innovation, imagination and creativity. And through purpose. Clear, unfiltered purpose. In essence, you’ll get fans by being true to your purpose and identity.
Just like successful bands that have an identifiable style and a defined voice, your businesses should say, “Here’s what we’re about. Here’s what we believe in. Here’s what we do. Here’s what we offer that no one else does.”
The result is that people who like what you’re about will flock to you. Those that don’t, won’t.
And, that’s another nice thing about having fans. You won’t waste time focusing on people who’ll never buy from you. Instead, you’ll focus on your message and your offerings, and you’ll communicate that to your fan-base, who will then spread the word.
Don’t believe me? Want proof?
Look at Apple. Do you think their distinctive products and innovative spirit have created customers?
Or millions of fans?
There are people there—hard-nosed stares, from their chairs—advisers telling you how things work.
“Now listen here,” They explain, “I get your pain…”
“You’re in a funk, your life’s just junk.”
“But I have great knowledge I will share. Work with me, if you dare.”
“All I need is your time—a few dimes—then you’ll be better off.”
And you think, They’ve more credentials than me, they must know
How to make my life more purposeful.
There are people there—selling wares, on the air—hawkers telling you how things work.
“Now listen here,” They command, “The way it stands…”
“What you possess. None have less.”
“But I have great products I will share. Buy from me, if you care.”
“All I need is a sec—a few cheques—then you’ll be better off.”
And you think, They’ve more possessions than me, they must know
How to make my life more abundant.
There are people there—fawning care, on the square—politicians telling you how things work.
“Now listen here,” They implore, “I know the score…”
“We’re in a hole, truth be told.”
“But I’ve great ideas I will share. Without your help, they’ll disappear”
“All I need is your vote—a few notes—then you’ll be better off.”
And you think, They’ve more influence than me, they must know
How to make my life more meaningful.
There are people there—worrisome airs, up the stairs—tycoons telling you how things work.
“Now listen here,” They demand, “I’ve got a plan…”
“There’s too much work, my staff are jerks.”
“But I’ve a great venture I will share. Join my firm, we’re on a tear.”
“All I need is your labour—I’ll pay you later—then you’ll be better off.”
And you think, They’ve more wealth than me, they must know.
How to make my life more rewarding.
And the odd thing is…
You place your faith in people who
Have no potion, no magic too
It’s all because, to make life better
The power for change
Resides in you.
If that’s what you’re thinking
Big whoop you wrote a book
I don’t blame you
It’s not that big a deal anyway
No real accomplishment anyhow
Somewhere north of half a million books
Get published every year
What’s one more?
Or one less
And still I’m here blogging
Hoping someone’s here reading
The bottom line
I wrote a book
I hope you read it
Even better if you like it
Way better if you tell others
That you like it
But why should you?
Read it
If you think
Is this it? Is this all there is?
To life?
If you think
There’s something they’re not telling us
(Whoever ‘they’ happen to be)
If you think
I’ve got stuff
Lots of stuff
A fancy car
A fancier house
The fanciest job
Of anyone I know
And if none of that is enough
If there’s something missing
At the deepest level of your being
But you don’t know what
And it’s bothering you
Sometimes
Sort of
If any of the above rings true
If you nod in agreement
To any of it
Then you may like the book
If you carry a strong dose of skepticism
If you have a curious mind
If you’re unconvinced
Of the conventional wisdom
On careers On money On success On retirement
On life
The book may be for you
If however
You’re one who thinks
I want to die
With the most toys
Cause then I win
Sorry
I’m sorry
Hi, I'm Michael DiLauro, author of The Net Present Value of Life
First off, that money I spend my life counting? Not mine.
That's because I'm an accountant, an accountant who writes.
I love to write; I live to write (Cliché? Melodrama? Yes? No?)
I write about money, I write about business, and careers, and true success. And I write about how all of that contributes to a life worth living.
But hey, look at me getting philosophical and heavy. And we only just met.
If you're trying to figure out how to create a business or a career that sets your soul on fire, then I know you'll love my book.
In the meantime, stay awhile, poke around, and please leave a comment. I'd love to hear from you.
Thank you for visiting my blog. I hope you enjoy it.
P.S. If you're thinking, "Well, he's an accountant. He probably wrote some stupid, boring accounting book."
Well, you can put that one to rest by checking out the reviews here.
OK? Thanks.
Author of:
Available at:
