Three keys to business success. On episode #32 of the Business is ART podcast on the TrueChat network, my guest was Julie (Korowotny) White. Julie is an entrepreneur and graphic artist (www.korowotny.com/) who has spent a number of years and specializes in the craft beer industry, and to our delight, she brought some samples for us to try out as we talked.
As someone who has worked for large employers and is currently a free-lancing, self-employed entrepreneur, Julie offered a lot of great advice for businesses, leaders and entrepreneurs, summarized here for your convenience.
There is a lot to be said for authenticity – as an individual and a business. Don’t try to be something you are not, for several reasons. First, you probably aren’t fooling anyone. Second, if you do manage to fool someone, you won’t be able to keep it up for long. Three, when your lack of authenticity is discovered, it will be extremely difficult if not impossible to get the customer or prospect back.
How many of us have been pulled in by someone or a business that made us feel they were all about something that really resonated with us only to find out it was just a way to sucker us in and keep the cash flowing in their direction? With so many gurus and miracle products out there, it’s easier than ever for us to part ways with our hard earned cash and not receive a return on investment
Don’t become part of the problem. Be authentic.
Inconsistency in the quality of your product or service is a killer. The last thing you want customers saying is “they are consistently bad.” But the next to last thing you want them saying is “they are hit or miss.”
Think in terms of your own experiences. Have you ever been to a restaurant that was so good you couldn’t wait to go back? But when you did, it was just so-so. How anxious were you to return and what did you say to others who asked what you thought of it?
Inconsistency is a killer. Be consistent.
Embrace Your Niche
It is risky to have a single source of revenue. “One product, one service, that’s all we do,” is generally not a winning strategy. However, neither is trying to be everything to everyone.
Some might see having a niche as being a limiting factor, but it isn’t if you are smart about it. As an example, Julie is a great graphic artist. She could widely diversify and try to be the best graphic artist in a number of industries, but as it happens, she has gained a great deal of knowledge in the craft beer industry, as well as contacts, so she chooses to focus there. She can and will do work elsewhere because those opportunities exist, but she specializes in craft beer.
Don’t try to be everything to everyone. Embrace your niche.
To listen to the podcast in it’s entirety, please follow this link: http://truechat.org/businessisart/