Don’t work in a vacuum

I have a friend who is brilliant at understanding one of society’s key problems.

He published a best-selling book about it and then spent years and a lot of money creating the perfect product to solve this very problem. He’s launching it with the very well-structured program.

And, it will not only not change people’s lives like he wishes, it won’t actually even sell.

I and many colleagues have spent months, sometimes years, devising systems to heal and support others and the planet, and very often, step out and begin marketing with great vigor only to find out:

Nobody cares!

Nobody wants to buy this big program you just created.

Nobody wants to sign up to the coaching program you devised.

Why not?

There can be a couple reasons.

The biggest?

You have not been in communication with your ‘target audience’. In fact, you don’t even know who they are. You haven’t spent time eyeball-to-eyeball asking them questions and digging into their real issues and concerns, nor do you understand the language they use to discuss them.

It’s not your fault, of course. You were not encouraged to understand your compatriots in school. You were told to do things alone and get things done without help (it was called cheating). The others were your competitors. Not sources of solutions for your problems.

This will kill you in real life and entrepreneurship.

If you don’t fix this thinking and ‘join the human race’, you can’t teach or give humanity much of anything.

You have to get in the trenches. Find a problem. Solve it for a few people. Find out that your system works. And then magnify it from there.

And you have to keep trying.

Most savvy marketers succeed with about 2/10 products that they launch. If they do better than that, it’s because they were constantly in contact with their market.

I knew my target market for years before I actually got serious commitment from any of them.

I spent years talking to them, revising my ideas, coming back and offering again. Over and over. Until it ‘clicked’.

And once it clicks, watch out!

(R)evolutionaries: do not design your products and services in a vacuum. Constantly be in communication with your market. Offer your stuff for free to get it really polished. Take your time to develop relationships with the people you want to help.

It’s vulnerable. It’s scary. You will hear things you don’t like. But it’s the way to success–as measured by pretty much every spiritual or ‘secular’ metric that exists.



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