yann girard - rethinking the now

Unimportant work.

Here's the bad news...

Unimportant work takes just as much time as important work.

But here's the good news...

Important work takes just as much time as unimportant work...

Marketing and sales

You don't have to quit your job, start a company or create a product to learn how to do marketing and sales.

As a matter of fact, many times starting a company, creating a product and then trying to sell it is the worst thing you could do.

Simply because when you start your own company or create your own product you'll automatically be biased.

And be very emotional about it.

Which will make it almost impossible to listen carefully and to pay enough attention to figure out what works and what doesn't and why.

So to learn marketing and sales, all you'd have to do is to buy something and then try to sell it for more to someone else.

Which of course sounds pretty much impossible right now.

Because why would you be able to buy something and then sell it for more if everybody else could also buy it for less, just like you did?

And that's already the secret to marketing and sales.

Making the seemingly impossible possible...

It doesn't exist

The chance of a lifetime doesn't exist.

Because the chance of a lifetime consists of many small chances that add up over time.

Chances that were taken instead of being ignored while waiting for that chance of a lifetime.

So when it happens, when that chance of a lifetime knocks at your door, it doesn't even look like or feel like a chance of a lifetime.

It merely looks like and feels like just another one of these small chance that was the only logical step after the last few small chances taken.

Don't wait for the chance of a lifetime.

Just take the small chances.

They'll add and turn into something big over time...

The self publishing revolution

Amazon for books.

Udemy for online courses.

Fiverr for gigs.

Medium for blogs.

They all have one thing in common...

The offer is way bigger than the actual demand.

And much bigger than the available shelf space.

So in the end people will always end up seeing the same stuff.

The best stuff...

So what is the best stuff?

The books with the most and the best reviews.

The online courses with the most and the best ratings.

And the jobbers with most and the best reviews.

But the best here doesn't necessarily mean that it's really the best.

Most of the time it just means popular.

So how do you get reviews, sales and become popular?

Not through the platforms. 

Because their promotion only starts to kick in once they know for sure that the shelf space they're giving you will lead to a sale.

So in the end you can't count on the platforms.

You can only count on the people that already know about you.

So how do you get people to know about you? 

By doing all the hard and difficult leg work of building an audience.

For how long?

For a lot longer than you're probably thinking right now.

So what do you even need all of those platforms for if you still have to bring your own crowd?

You need them to be able to reach even more people, which will happen once they start promotion your stuff.

So what does it usually take for this to kick in?

If I could make a guess...

A lot more than you're probably thinking right now..

In times of uncertainty

In times of uncertainty a plan can give you all the safety you need.

But many times it'll just make you feel good.

It'll make you feel like you're beating uncertainty.

And the better, the more detailed and the more time you spend working on that plan, the more it'll feel like you're in control, know what you're doing and know what's going to happen.

That's why a plan can be a dead end.

Because there's no perfect plan.

No matter how much time you spend working on it.

There's no way to predict the future.

There's just going out there, testing your assumptions, seeing what happens and then adapting to reality.

If your plan only works when everything goes according to plan, then you probably don't even have a plan..

I'm not convinced

It's rare to find something that meets all the requirements.

Not to say it's impossible.

Nothing is ever perfect right away.

Everything needs work.

No matter if it's an idea, a project, a business, a job or a relationship.

The only way to get it even remotely close to meeting all the requirements is a hell lot of work.

So if you're not convinced, maybe you're just hiding?

Hiding from putting in all the work it takes to turn it into that something that you really want it to be.

Are you?

Waiting for the sure thing.

The thing that you know is going to work out for sure.

The thing that doesn't have a downside.

Just an upside.

That thing doesn't exist.

The sure thing doesn't exist.

Because all sure things are already taken.

Or people are fiercely competing for the few that are still left.

So instead of waiting for your turn at the sure thing, (which might never come) why not instead use that time to try the not so sure thing?

The thing that does have a much bigger downside.

But also a much bigger upside.

With a lot less competition...

Why not try that for a while?

What will you do?

When you don't know what to do anymore?

When you run out of ideas?

Of possibilities?

And options.?

At the end of the day, it's always the days where you don't know what to do anymore that will either make you or brake you.

And it's never the days where you know what to do...

So what will you do?

How to build a company in the 21st century

Build a community.

Then build up trust.

Then figure out what the number one problem of all of these people is.

Then build it together with them.

Then sell it to them.

And then let them help you to spread the word.

I know.

It doesn't sound sexy.

Or like rocket science.

Because it isn't.

But it works.

And that's the only thing that really matters...

What marketing really is

Marketing isn't just about advertising anymore.

It's about so much more.

It's about understanding and being able to predict what people need.

It's about turning that need into a product.

It's about telling a story about that product.

And it's about providing great customer support.

All of these things should be part of marketing.

Because those are ultimately the things that will help you to get the word out there.

And only the last step is about advertising.

But even advertising isn't really about advertising anymore.

Because there's way too much noise out there.

It's just not as effective anymore as it used to be.

Today, advertising is all about creating communities.

Communities of people that will then help you to spread the word.

It's about helping people to solve some of their biggest problems.

Instead of solving your own problems.

Marketing isn't just about advertising anymore.

It's about so much more.

It's time to acknowledge it...

It*s your turn

It's never your turn.

Because turns are never given.

That's why it's always your turn.

Because you can decide when it's your turn.

You can decide when to show up.

When to raise your hand.

When to give a helping hand.

When to do more than is expected.

When to do the scary stuff.

And when to move forward.

It's never your turn.

That's why it's always your turn.

It can be scary at times. 

And it's a hell lot of responsibility.

But it's true...

When to quit?

The problem is that most ideas, projects, relationships or careers are somewhere in the middle.

They're not really taking off.

But they're also not really dying.

They're just somewhere in the middle.

Good enough to keep going.

And not bad enough to stop going.

So we're always somehow stuck in the middle.

Because it's good enough to keep going.

And not bad enough to stop going.

So how do you know when to quit?

When you've done everything you can and can't do, yet...

The focus here is on "can't do, yet".

Because the things you can do are the things you've probably already done.

The things that got you where you are right now.

So if you want to move away from where you are right now, then you've gotta be willing to do the things you can't do, yet.

Because those are the only things that will ever get you to another place than the one you're at right now...

The problem isn't about satisfaction, it's about commitment.

The only way to ever be satisfied is when you're 100% committed to it.

Because if you're not, then you'll always get distracted.

By that new new thing.

That new new thing that could be even better than your current thing.

Unfortunately, there are millions of new things popping up every single day.

So it gets harder and harder every single day to not get distracted by all of those new things.

And when you're constantly distracted, you'll never be able to focus.

And when you're not 100% focused on your current thing, then you'll never be able to push through the tough times.

And then things will never get any better.

And you'll never get any better at it.

And you'll never be satisfied.

And you'll just give up at one point.

After all, there's already another new new thing just around the corner.

Doesn't matter if it's a new skill, idea, project, business, life partner, friendship, etc.

The problem isn't about satisfaction.

It's about commitment.

Without commitment there's no long term satisfaction...

You can't win an argument

And even if you do, all that's going to happen is that the other person is going to like you a little bit less (or a lot less) than they did before.

Simply because people don't like to be wrong.

So even if you win, in the end you're most likely going to lose...

 

Hired to learn

It's very unlikely that you're going to get hired to learn something new.

And instead it's very likely that you're going to get hired to do something you're already pretty good at.

Everything else doesn't really make a lot of sense for the company that's hiring you.

And the things you're going to learn will usually help you to get even better at the job you're already doing.

So if you want to learn something new, something that helps you to become more independent, something that's not directly liked to what you're already doing, then you're probably going to have to learn it on your own...

Most of the time...

... isn't lost because of poor decision making.

Most of the time is lost because no decisions were made at all.

But here's the even bigger problem...

The longer you wait to make that decision, the higher the probability that you're going to end up being forced to make a decision.

And when that happens, that decision will most likely not be your decision anymore...

100% safe

The longer something works out just fine without any notable catastrophes, the more people, organizations and institutions will start to believe it.

That they're 100% safe.

That nothing can happen to them.

And the longer that feeling lasts, the harder it gets to adapt to all kinds of (potential and real) shocks.

What makes matters even worse is that we tend to over-engineer all kinds of security mechanisms that are trying to completely eradicate those shocks.

Which of course reinforces our beliefs that nothing is going to happen, ever...

Until it does.

And when it does, we're usually not prepared for it.

Are you?

Last chance

It's never your last chance.

To buy that product.

To start that business.

To write that book.

To go over and talk to her/him.

To ask that question.

To do what you always wanted to do.

It never is.

It never is your last chance.

Until one day it is...

A meaningful note?

Diversity.

Diversity in thoughts.

In ideas.

In beliefs.

And in people...

It creates new things.

And it destroys the old.

It preserves everything we've ever seen so far.

It's unpredictable.

It makes the impossible possible.

And it creates things we've never seen so far.

Diversity is the past.

The present.

And the future...

Small to big

Big opportunities are the result of many small opportunities taken over time.

Just like a big audience is the result of a tiny audience that grew over time.

Or just like a lot of money is usually the result of a small amount of money that grew over time.

And that's the secret.

To what?

To success...

In pretty much every field.

You go from small to big.

Because you can't go from nothing to big right away.

Even though it's very tempting to think that you can.

It's tempting to believe in that overnight success.

Because it lets us off the hook.

It lets us off the hook of putting in the work.

After all, if success comes over night and it pretty much depends on luck, then why even bother?

So how do you know if you'll ever be able to go from small to big?

How do you know if it'll ever work out?

You don't.

No one does.

All you can do is to give it all you've got.

Every single day.

And maybe one day it'll all work out.

Maybe it won't. 

But the only way to figure out if it does, is to do it...

where all the best fruits can be found

Most of the time we try the hard stuff first.

Instead of trying the easy stuff first...

We try to write a book, instead of writing blog posts first.

We quit our jobs to start a business, instead of just keeping our jobs and starting that business on the side.

We're looking for that shortcut when we don't even know where the hell we're going, instead of trying to figure out where to go first.

Here's the thing...

If you don't eat the low hanging fruits first, you'll never have enough energy to climb that tree all the way to the top where all the best fruits can be found...

Breakthroughs

Rarely happen when you do what everybody else is already doing.

When you add just a few new features. 

When you try to optimize it and make it just a tiny little bit better.

Or faster.

Or cheaper...

Breakthroughs are unexpected.

And when you keep doing what you've always been doing, then it's very likely that nothing unexpected is ever going to happen.

And instead all that's going to happen is what's been happening all along already.

So if you're looking for a breakthrough, go and look somewhere else.

It might be scary at first.

But it'll be worth it...

Did you?

You don't need more time.

Or more data.

Or more resources.

Or more contacts.

Or more experience.

All you need is to decide.

To decide and to commit.

100%...

Did you?

A job vs a business

With a job the things you have to do are usually pre-defined, you're being told what to do, you get a deadline and a guaranteed compensation.

It's like using a map that will get you where you want to go with as little  roadblocks along the way as possible.

On the other hand, when you start a business or do projects you have exactly none of the above.

No pre-defined tasks.

No one tells you what to do.

You don't get any deadlines.

And there's no guaranteed compensation.

It's like you're in the middle of the jungle with no water, no food, no map and no clue where to go...