Too often we hear people telling us the way to business success is to be the best in our industry. Our culture focuses on being number one, sometimes at all costs.
I have to take issue with this.
To be successful, we don’t have to be the best. In fact the concept of “number one” shouldn’t even be in our brains. It takes up valuable mental space that could be put to better use.
But, whatever you do, you should strive to be very, very good.
If you have a passion for your business then being very good should come easy. You are automatically motivated to be good because you believe in your work and you enjoy it.
Most people who settle for less than very good are just not that excited about their work. And it shows.
Look at your business from your customer’s perspective. If you’re not willing to provide a top quality product or service, why should they want to do business with you?
Of course, how you define “very, very good” can depend on your business and your market. What’s considered top quality in one market might be sub-standard in another.
But, if you’re passionate and motivated about your business, then it shouldn’t be hard to reach a level of excellence, no matter what the standards are.
Success in your business or career depends on a lot of things.
But the number one, most important thing is to enjoy what you do so much that you have a passion for it. When this happens you’ll do whatever it takes to be very good without even thinking about it.
You can be successful without having a passion for your work and without being extremely good at what you do. But you’ll find it’s a much harder row to hoe.
So, before you spend a lot of time and money and energy planning your next marketing or sales strategy, take a look at how good your business really is. Is it as good as it can be? Is there room for improvement?
If you’re unsure, ask people.
Ask your employees, ask your business partners, ask your customers (past, present and potential), ask your vendors and ask your competitors.
They won’t all tell you you the truth. But, if you ask people from all these groups and you aggregate all their responses, you should get a pretty good idea of where your business stands on the quality scale.
If you need improvement, then brainstorm ways you can do so.
Once you feel your business is operating at a very high level of quality and service, then you’ll find your marketing becomes much easier and much more effective.
Because you have a much better story to tell.