Yes, I know that is a very bold statement. But, I’m here to tell you — if you are doing what everyone else in your industry is doing in this economic environment, you will never rise above the crowd and reach the Pinnacle of your profession.
A friend of mine was talking about opening a commercial cleaning business soon. He has spent several months preparing a manual on “how to successfully operate a commercial cleaning business” and notably, he was very proud to tell me about it. When I inquired about the marketing, he said, “Well, in this business no one actually promotes themselves … its all word of mouth.” My immediate response was, “If EVERYONE does not promote themselves in this industry, then putting together an extensive, multi step marketing campaign and doing the opposite of everyone else is the first thing you should be doing with your time … not writing an operations manual!”
My friend was taken back by my ‘odd’ advice. A week later when we had lunch together, he took me back to that conversation and pressed me for more. (This was such an crazy concept to him … doing the opposite of everyone else to reach real success … and the fact that I was so passionate about it, he wanted more advice and how to apply.) I told him only 2% of the people in any industry are really doing well. I mean, they are achieving success that’s out of this world good. They are at the Pinnacle of their industry. I told him, if you want to be the ‘top dog’ in your area, you can not do what the crowd does (or the industry norm) and expect to get hugely successful results.
If You Are Doing What Everyone Else In Your Market Area Is Doing, You And Your Business Are Dying A Slow And Painful Death …
Let me give two quick examples to illustrate my point.
If you find yourself doing the same ol’ thing you’ve always done, and it seems to be pretty close to what everyone else in your industry does, maybe you should think very seriously about trying a NEW approach in the next 3 days, no later than 3 weeks. Like Zig Ziglar always says, the definition of insanity is doing the same thing over and over again and expecting different results.
If you want to reach ‘The Pinnacle’ in your market area, you gotta act and do something different right now!
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