I am not sure if you are all aware, but some of the staff and clients from Nexus CG, my housemate Kim, and I are training for this year’s Run Melbourne Marathon… I am specifically running the half marathon – which is a bit of a challenging slog I can tell you!
Anyway – this challenge has me up and running about 3 times a week, and this morning was no different. I got up, got dressed and started my run. About 3kms into the run I started to notice a little niggle in my right calf muscle, but as I have loads of problems with my legs, I chose to ignore it – as “it will go away”… but it didn’t – in fact, I had to suddenly stop as I was in agony! I thought.. “oh crap – what do I do now? I know… I remember a search on Google recently told me to RICE – Rest Ice Compress and Elevate – that’s what i will do” – Google, and therefore I, know everything.
As the day has gone on – my predicament has got me thinking.. what has created this arrogance that I believe that I can self diagnose through a search engine rather than go and see a doctor and get a team of experts around me to aid me in my plight to be better by the weekend so I don’t miss any runs? This got me thinking even further….
This is what I see business owners do all of the time. Now I am still a new business owner, only 3 years young, but there is something that really bothers me… When someone suddenly becomes a business owner, it’s like they become an overnight expert in ALL things business. They are suddenly a marketing expert, a sales god, a CPA or even an IT wizz – they believe that because they have downloaded a few special reports or YouTube clips that they know how to do all of these aspects of business better than the “real experts”.
Now this is the part that confuses me… suddenly they realise that their “calf muscle” isn’t getting better as quickly as they thought, or their business isn’t generating as much revenue as quickly as they thought so they finally go and see a doctor.. or a “real expert”, but when they sit with that expert they start to tell them what’s what, and what they are not prepared to do and what they are to prepared to spend.
Reality is that in Australia there are over 100,000 new business each year, and of those 80% of them won’t last five years. The businesses that don’t survive fail for many reasons – one of them is not surrounding themselves with a support crew of experts that know their SME better than the business owner does. Being successful in business doesn’t have to be lonely – it can mean bringing in people who do it better than you do, that are smarter than you… and who understand elements of business better than you do.
How do stand out from the crowd of 100,000 new businesses every year – you try something different, you protect your investment dollars by spending money on the support crew that will create a return for you – one thing I say to my customers all of the time is “just because you build it, doesn’t mean they will come” – so creating a reason why they should come is important – and Google will only get you so far.
So gang… Google needs to be your back up – your disaster plan, not the support crew that is going to get you and your business raking in the cash, seen by thousands of potential customers, or the clever little bugger that will maximise your tax return. If you have already spent thousands of dollars starting up your business – don’t you think that you should find that little bit extra cask to secure your return – and not base your success on the whim of a search engine?
Oh… and one final thing… it’s all well and good going to the doctor, but listening to them and taking their advice is a whole new ball game. This is the same thing for when you start to pull together your support crew… listen to them, hear what they are saying, and most importantly… take their advice – they have done more than watched a YouTube clip or two ..
This approach may just make you turn from:
Filed under: Uncategorized | Tagged: Australia, business, business owners, CPA, Google, marketing, marketing experts, naomi, Naomi Aldred, nexus, Nexus CG, Run Melbourne Marathon, sales, search engines, small business, YouTube | Leave a Comment »