Featured Image Credit: Christopher Burns on Unsplash
Break the mold. It is a mantra of a generation of creators. What no one tells you is what happens when you create something new. Whether at work creating a new process, revamping an old process, or creating a new business of your own.
No one tells you how difficult it can be. People don't explain the struggle to get people on board.
On an episode of the Joe Rogan Experience, Smashing Pumpkins lead singer Billy Corgan discussed this effect. As a musician, he created music in a studio. No audience. Just himself, his bandmates, and those in their inner circle.
Billy Corgan spoke of pouring his heart and soul into his music. But you don't know if people will appreciate it until you've already put in the work, unlike other jobs where you get consistent feedback.
In creating a new business in your community, you may experience pushback. People are saying too many already exist. So many people run that type of business. It may be tempting to believe them.
I believed it wouldn't be necessary to pursue something others are doing. At least I used to. Then in my own experiences, I recognized the truth. We all have our unique takes.
Relationships are a staple of many comedic repertoires. Comedians talk about limited subjects. Yet each comedian has their take that uniquely separates their content.
Podcasts and Youtube are the same. Many of them discuss similar material. You would think there isn't room for another, but your unique insight powers it.
Even if many people run the type of business you do, they don't do it like you. They don't share your approach to value and quality. They aren't your personality.
Renegades create and don't seek approval for the products. They create design and release as a musician would.
I know corporations implore you to do in-depth research. It has its value but is not a guarantee. The truth is most people don't know what they want.
Don't seek validation from others for your pursuits—a high five of approval from others who don't share your vision.
Validation came after people saw the potential. Most people thought the attempt to fly was not worth it-it would never happen. Few people saw the need for tablets. Starbucks was another coffee shop. Now it is the coffee shop.
Taste tests said New Coke would succeed. It failed.
Sometimes you release something you believe in, and it fails. Not every musician enjoys the same success as the Smashing Pumpkins. Not every business succeeds.
There are hundreds of Cheetos Lip Balm failures for every iPad success story. For every lawn care service that succeeds, many others fail. For every barbershop that opens, how many remain in business?
I'm not saying there is no value to criticism and feedback. There is. But just because someone doesn't like something doesn't mean it won't work.
How many movies have low critics scores but high audience approval? I released an instrumental on social media years ago. I was not too fond of it. It turned out to be the most popular of the tracks I released.
How do you find success in crowded fields, against popular opinion or otherwise?
Find the Right Audience
What keeps some from following their dreams is the potential pushback. It can be devastating to work hard on a poorly received project.
It can be tough to start a business, and nobody wants to hire you.
I believe there is an audience for everything and everyone. The key is to find this audience. If you maintain a presence or business online, this can be easier.
In physical locations, it could be more difficult.
Seek out the right audiences by first defining who the right audience is for you. Many will say, everyone. You don't get along with everyone.
Instead, do an Ideal Audience Avatar. A stand-in to represent the type of people you are looking to find. Are they younger or older? Are they college grads or high school dropouts? What hobbies do they enjoy?
Where do the people you would work with spend their time?
Clarify Your Value
The way we separate from the field is the value we provide. When doing a lawn service, for example, they all cut lawn. Cutting the lawn isn't the value; it's the activity. It is the result. What do you do differently than other lawn services?
It could be the price, but if you argue price, you can only go so low. What else is your value? Do you have a follow-up service? Do you go above and beyond the original work?
Do you provide additional information?
In the financial services industry, it is not uncommon for higher valued advisors to teach their clients. Educate them on what they are doing and why.
Or to provide extra services in addition to what they paid to receive.
Like entertainment. Why would someone prefer one TV show over another? Especially if they have similar content?
Determine what separates you from others. Use this value in your pitches to the right audience.
Believe in What You Do
I understood the importance of insurance. I had insurance for myself and my family.
It just wasn't what I believed in selling and promoting anymore.
People can feel the passion. They can see the body language. It helps when you believe in what you are doing.
Go to a network marketing meeting, and you can usually tell the passionate ones from everyone else.
There is a way you talk. A way you light up when the topic comes up. Ask someone about something they enjoy. You will feel the energy.
You need for people to feel you enjoy what you do. Not to say that you can't succeed without passion. It helps when you do.
A musician with no passion for their music isn't good for the listener.
What's Next?
Creators are uncertain if their idea will work. Every business begins in this uncertainty. Will it work? Will I find an audience?
I believe everyone has an audience. The main questions are: Will there be enough to sustain the business? Where do I find them?
Audience Avatars can be an excellent way to find the right audience—the more detailed, the better. Once you know your audience, you can better target ads and pitches.
Be clear about the value you provide. What do you do that separates you from the competition? Your additional services? How do you educate clients? Is it your perspective?
The more they know about your value, the more you create your brand.
Believe in the work you do. Not only does this propel you forward, but it also comes across with anyone you meet.
You carve yourself space by finding the right audience, clarifying your value, and believing in what you do. You find yourself a place.