Start doing work that matters. Almost every business focuses on working in a predictable way. If you go into one financial planning office, you have essentially just walked into most financial planning offices. There is nothing interesting going on. They are all, more or less, the same but with different letterhead.
Almost every business follows a predictable strategy. The business plays by the same rules and lives by the same expectations of what their competitors do because they believe that there is almost a guarantee that if they do, they will at least get a slice of the pie, even if it’s a small slice. You might not work for a national or even international firm but if you quack like a duck, you’ll get something for your effort.
This is why so many businesses offer such a similar range of services to their competitors. It’s safer. There is strength in numbers and in mediocrity.
The problem is you end up attracting average clients who want to pay average prices.
Only a tiny minority of people do work that matters. They (we) look at what the marketplace wants (not needs) and we decide to provide it based on our unique worldview. Steve Jobs is a famous example of a guy who did work that mattered. When the entire computer industry was obsessed with making things cheaper, Steve Jobs was asking “How can we make this so awesome that people will go crazy with excitement when they see it?” The rest is history.
The challenge for all of us when we decide to kick predictable to the curb is that we won’t find the new model for our business in a book or manual. There is no dummies guide. There is no turnkey solution.
The reason is the work has to matter to you and to your prospective clients.
Work that matters is formed around your worldview:
Your end game
Go create something you would want to have, and stop telling people what you do. Instead, tell them who you are and what you have done about it.
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