In case you missed last week: Your 3 greatest fears about niching acknowledges the wave of disruption in our profession, how to mitigate that by niching, and getting over your fears of doing that.
On to this week: Most people I talk to want to build and grow their practices. But then they think about the steps it will take to do what is needed. And that they have to perform all those steps all by themselves. So little or nothing gets done.
And if you’re new here, welcome aboard. This is what we do!
A lot of success in life and business comes from knowing what you want to avoid.
Many professionals I meet say they would like to do something big or different or new with their practices.
But they don’t.
I’m pretty sure I know the reason why, and I would like to share that reason with you so you can easily overcome it.
Hey, what’s up! I’m Rod Burkert.
And welcome to my Practice Development Corner.
The place where business valuation professionals like you come to learn how to turn the practice they have into the practice they want.
Most practitioners I know want to grow.
They want to build.
But they don’t grow or build anything.
And if they do, the pace of change is glacial.
Because when we imagine what we want, we immediately think about all of the steps it will take to get there.
That’s natural. We are step-analyzing problem-solvers! It’s what we do!
But the prospect of US accomplishing all of those steps to do something big or different or new with our practices is daunting.
And that’s because we focus on the HOW, not the WHO.
More specifically, we think: HOW are WE going to accomplish all those steps … instead of WHO can HELP us take those steps.
We imagine ourselves as being the only one in the rowboat.
And if we only row harder or longer – by ourselves – we can do it – by ourselves.
Instead of adding another person to the rowboat.
Let me give you a simple example.
Say you have the idea to create an industry newsletter.
No one else in your niche is doing it. You doing it will make you stand out to your audience of leads, prospects, clients, and referral sources.
But first, you need a way to distribute the newsletter.
To do that, you need names and email addresses of people to send it to.
To do that, you need a place where they can sign up.
To do that, you need a lead magnet to induce them to give you their name and address.
All you wanted to do was create a newsletter that your audience would find valuable.
And now, you’re mired in the many steps to get there.
And as a corollary – because most of us are accountants – we think it would be cheaper to do the steps ourselves rather than hire someone.
Even though we know it will take us longer to do because each step is outside of our core competency.
And because we don’t know how to do it, we first have to research it.
Then learn it.
Then apply it.
So it doesn’t get done.
An ancient saying is: The road to hell is paved with good intentions.
And I can’t tell you the number of practitioners I’ve talked to who have good intentions.
But they have given up believing they will find the time to do it by themselves.
And that newsletter? It’s still just an idea.
So to get stuff done – focus on WHO, not HOW.
And don’t be cheap. Hire the help you need.
That’s what Fiverr and Upwork are for.
Got that? Great!
That’s it for this episode. What do YOU think? Do we have a plan?
Let me know by taking just a few seconds to like, comment on, or share this video.
Thanks for watching!
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