A friend of mine came to me last week and said, “I think I’m finally ready to start my business.”
I cheered and threw a little confetti on her.
Then she sighed and said, “I know I might fail, but … you know, I think that’s okay.”
I laughed and said, “Oh no, my dear friend, you WILL fail. You will fail BIG.”
Ignoring her horrified expression, I continued, “Failure is inevitable. It’s a sign that you’re doing stuff. You want to be failing because if you’re failing then you’re trying, and that’s what it’s all about.”
I’m not sure if I scared her off or not, but she’s going to have to face it now or later.
If you approach your business with the idea that you’re going to do amazingly well, or that you’ll at least to pretty well and not make too many mistakes, you’ll bury yourself before you’ve even begun.
USP stands for Unique Selling Proposition, and it’s basically defined as whatever you do that is different—and probably better—than what everyone else in your field is doing.
These are things you do easily and with delight. They’re also things that you’re very good at. They are your gifts. And the specific combination of your gifts adds up to be WHAT you do. It’s the most natural thing in the world for you.
I don’t want you to focus on your job description here. This isn’t about what you think you should do, or even how you currently define your job.
This WHAT comes so easily and naturally to you that it’s a part of what you do all the time. You’ve probably unknowingly built your business around it, and the parts of your business that aren’t flowing well probably don’t have enough of...