One of the biggest lessons I learnt early on in my career is that it is vital to be excellent in whatever you do.
This applies equally to any sphere of activity, anything that you do. I have observed (in my own life and in that of others) that it is important to first identify what you are good at, what you have a flair for and then simply keep getting better and better at it. This means that rather than take up many different things and try to do them all (and hope that you’d succeed in them and make money), it is better to sharpen your focus on the one or two things you can do well. The key word here is ‘focus’.
We live in times of overload. There is information overload, choice overload, competition overload, confusion overload, distraction overload, everything overload. And as God is my witness, there is mediocrity overload.
In this context, it is very easy to get railroaded by things that won’t really get you anywhere in life. It is also very easy to get lost in the sea of humanity.
Which is why it is important for us to beat this ‘overload’ tendency by focusing. By saying a loud ‘NO’ to anything that doesn’t make sense to us.
In these times of overload, the only way to stand out is to specialize in something, become the expert in something. This is all the more relevant for an entrepreneur. All entrepreneurs have to hustle, irrespective of what they offer – hustling is a reality for us. But, it is important to hustle on the bedrock of domain expertise. You may be offering financial consulting, software products, landscaping, catering, fashion accessories, sports equipment, whatever.
The point is, are you a specialist, an expert in your field?
If your answer to this question is ‘yes’, you have a great chance of differentiating yourself from the crowd.
You can command a price premium from your customers with great confidence; your customers are more likely to keep coming back to you and to refer you to people they know. All this will positively impact your venture.
But, if your answer to the question is ‘no’, you have some more ground work to do. You have to learn some more, speak to experts in the field, take more customer feedback about your offering – in a nutshell, you have to upgrade yourself and your offering.
To summarise: ‘Pursue excellence in your field. And customers will automatically start pursuing you.’
Ganesh Vancheeswaran is co-founder of Vibha Women. He is also an author, branding specialist, freespirit, mountain man and occasional nitwit.
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