Make the most of being a unique business

Traditional business wisdom has nurtured several myths, which solo business owners need to challenge in order to flourish. Rather than try to be all things to all people, soloists need to emphasise their best business asset, being a unique business.

Here are three examples of myths soloists need to bust:

Myth 1: Appeal to as many people and demographic sectors as you possibly can. The bigger your market, the more money you can make.

Only shallow, single-dimensional types can be ‘best friends’ with absolutely everyone. And we all know how deep such friendships truly are!

To act with integrity requires that you be yourself. To be yourself means you accept that not everyone will like you or agree with your views. But you do end up working with people you actually like! Isn’t life just better (and easier) that way?

Tell us what you think: rate this article

Myth 2: Don’t say things with too much passion or emotion just in case you offend someone. Don’t rock the boat. Keep your voice down. They are just customers, they don’t want to know about your passions or what you care about.

Trying to please everyone means you end up pleasing no one. Not even yourself.

We believe that people are desperately seeking to connect with businesses that feel real, businesses that offer a genuine human touch. Customers, being people, want to know what you stand for and why you do what you do. And yes, sometimes it is good to stir things up a bit.

Myth 3: It’s all about costs and returns. If something does not make money, stop doing it. If someone is not interested in buying, don’t waste your time on him or her.

People who take this attitude to their interpersonal relationships are called users. Hands up those of us who actually crave the company of a user?

Spend quality time with people you like, who share the same passions, regardless of whether it will end up in a sale or not. Business need not be a mad mercenary dash to fulfill sales targets. The journey of meeting and engaging with people is much more enriching and rewarding.

As a soloist, you have the luxury of being totally yourself. Your individuality is absolutely what will help your business stake out a unique position in the market. Your clients will always end up working with you anyway, so why bother creating another, usually blander, ‘brand personality’ for your business?

You can never, ever be EVERYONE’s best mate. Stop trying to appeal to everyone because it is simply not possible. Let the true individuality of your unique business shine through in everything you do. Bland is already being done to death.

Article authored in conjunction with Zern Liew.

Paul J. Morris is an information systems strategist. This incredible title means that he helps businesses become more efficient at what they do while keeping them on track with their goals.

3 comments | Add your own

I really like the way you guys write! Speak up and make a noise, that's the way to eradicate mediocrity! Ian Knowles from Perth, Australia
How right you are ! When I first went solo from home, I was embarrassed in meeting Corporate people to admit being home-based for lifestyle reasons. The reaction from Corporate Managers ? "How'd you do it ? Wish I could !" I guess even when you win the rat race, you're still a rat ! Grant Hyman from Sydney | Read my articles
So great to read this - thank you! Strikes me that more people could do with thinking on this stuff and also exploring different business philosophy models. I was reading about the concept of karma yoga recently, which basically puts the emphasis on service rather than gain. (i.e. 'How can I be of service here?') Another example here is the principle of Right Livelihood in Buddhism, whereby you provide a service that promotes the wellbeing of your customers and yourself, whilst doing no harm to them or to the world.
While you obviously have to think about money in business it's so easy to slide into money myopia as you put it. Thanks for the timely reminder. Trish Hannan from Central Tilba, Australia

3 comments | Add your own

Add Your comments

Preview comment

Name

Website *

Town / city and country

Email (never sold, displayed or given away)

* This will link your name to your site. So please avoid self promotion elsewhere! We delete spam, disrespectful or off-topic comments.