“Perspective and passion… sounds perfect for poetry.”
It makes me think of an article I read about poetry by Michael J Bugeja*. (Stick with me; I haven’t gone all artsy on you.) In it he says, “Poetry has been the literary vehicle of truth.” Whether you agree or not, whether you care about poetry or not, truth is important.
So what has your business been used for – to solve a problem or advance a lie? Have you ever purchased something based on the power of marketing, just to get it home and see it break on the first use? Have you ever griped about the general lack of customer service and the fact that some people (and companies) sell lies and create more problems than they solve?
So what do you do about these types of people and organizations? In my opinion, you simply solve the problems that they will not solve. If you do so with excellence, that makes you unique and that’s good for business (provided you know how to market the difference). You keep your word. You overdeliver. You solve problems and simplify things even when it seems impossible.
Excellence is good for business.
It’s what Apple, Google, BMW and BusinessWeek’s 50 Most Innovative Companies 2010 do. They excel at solving a problem. Disney tackles boredom with entertainment. Sony complements silence with sound quality. Amazon gets a book in your hands or in your Kindle. Wal-mart gets everything to you cheap. And Coca-Cola is refreshing.
I’m not assuming you like or use any of these companies; I’m simply pointing out that they excel at marketing their solution and the problem they choose to solve. Your company can do the same.
Perspective is good for business.
If you look at BusinessWeek’s lists of its 50 Most Innovative Companies and compare 2009 to 2010, you’ll see many of the same companies. In the car industry alone, Volkswagen, BMW, Toyota, Ford Motor and Honda repeatedly make the list. These companies provide products that let us handle the road in the style and with the budget we choose. Each brand brings a different perspective to the driving experience.
In the same way, each small business can bring a different perspective to the problems that it solves.
Passion is good for business.
Do what you love and understand
- so that you’re prepared to put in the necessary effort
- so that you’re committed to solving the problem for the people you serve
- so that your passion shines through, naturally.
Apple seems to be passionate about computers and simplicity. BMW seems to be passionate about the driving experience. I’m not particularly passionate about any of that, but I reap the benefits because they are. As consumers, we are happy to repeatedly use products that solve our problems, free up our time, give us status (it’s true) and clear our minds so that we can just ride, create or do whatever it is we need to be doing—personally and professionally.
As small business owners, if we do what we love, then the passion shows up.
Perspective and passion…sounds perfect for business.
*Michael J Bugeja, “Seven Poetic Techniques to Sharpen Your Prose” (Jerry B. Jenkins Christian Writers Guild, 2009), p. 260