The key to a successful business is not talent

The one fundamental attribute you need to run a successful business as a soloist is to be good at what you do – good, but not necessarily great.

Yes, you need to be good enough that people will pay for your services or products, but you don’t necessarily need to be the leader in your field or a guru at your craft.

With almost any type of service business such as graphic design, business coaching, gardening, copywriting, cleaning or accountancy, there are likely to be hundreds of competitors who could do a good job.

But being good is only half the battle to running a successful business.

In most cases, it’s not just the quality of the work that differentiates a business over the long-term. It’s the complete package including all the simple, repetitive, supposedly talentless things like:

Doing things on time and on budget
Listening in detail to the client’s requirements
Negotiating prices and managing expectations
Completing numerous small customer requests
Working efficiently and billing accurately
Answering the phone and returning calls promptly
Sending regular updates and progress reports
Sending invoices and following up debtors
Keeping records, being insured and paying tax

The erratic genius who does brilliant work (whenever you can pin them down) will lose business to the consistently good performer. As Ex-American President Calvin Coolidge once famously said:

“Nothing in this world can take the place of persistence.
Talent will not; nothing is more common than unsuccessful people with talent.

Genius will not; unrewarded genius is almost a proverb.
Education will not; the world is full of educated derelicts.
Persistence and determination alone are omnipotent. The slogan "press on" has solved and always will solve the problems of the human race”

So, if you’re thinking of taking the plunge into soloism, don’t be put off by doubts that you’re not an established guru in your field. If you’re good at what you do and great at all the important business administration, chances are you’ll be winning new business.

Or, if you’re already a soloist keep making sure you’re on top of the small, administrative, non-creative stuff, because that’s what’s going to keep you in business in the long run.

If you’re a well-organised genius, like Bill Gates for example, then please remember me in your will.

Peter Crocker is a director of Flying Solo responsible for the areas of marketing and advertising. He is a business copywriter specialising in websites, videos and marketing communications.

6 comments | Add your own

Hi Peter, good article. So often it's the package of services that counts for as much as the product/service itself. And let's not forget that thing called marketing! When you're first building your own business this can and should occupy a lot of your time. Peter from Sydney, Australia
Good point - marketing should really have been up near the top of the list. Smart marketing of some sort is really at the heart of any business wanting to grow. No point being brilliant and hiding under a rock! Peter Crocker from Sydney | Read my articles
But then again, maybe you've just explained to us why mediocrity rules. Obviously if great work is not the most important objective its all downhill from there. Peter from sydney
Hi Peter - I definitely see where you're coming from. I guess, as with most things in business, it's a delicate balancing act between competing time, money and quality. Top quality or great work is always the priority, but is not necessarily a great business solution if it's not also able to be delivered consistently on time and budget. Peter Crocker from Sydney | Read my articles
I like your article. The ability to negotiate with prospective clients is a definite bonus. Yet, the key thing would seem to be to get your name "out there." Whatever your networking strategies, building a promotional website, attending conferences, interacting with local people at local venues, pass around those business cards and for heaen's sake, follow up! Liara Covert from Melbourne
marvulous absolutely marvelous.. fulllll babe Lauree from Perth

6 comments | Add your own

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