A friend of mine is a fantastic freelance writer. After telling her how great she is, she asked, “So if I’m that good, how come I’m not working now? Tough market out there.”
Yes, it is a tough market. But I suspect that is not the reason she can’t find work. She has fallen into the trap of believing that being good is good enough. It’s not.
I often tell other professional speakers… “We are not in the speaking business, we are in the marketing business.” Or maybe more accurately, we are in the marketing and innovation business.
The late, great Peter Drucker once said, “You get paid for creating a customer, and you get paid for creating a new dimension of performance, which is innovation. Everything else is a cost center.”
His perspective is brilliant. I particularly love that his definition of innovation is not focused on creating new products but rather on “creating a new dimension of performance.”
If your business is not as successful as you would like, maybe you need to focus more on marketing and innovation.