One by One by One Thing Well
Any tradesperson will tell you, “Use the right tool for the job.”
The same logic applies when it comes to the people we hire.
Get great art and design from the people who went to art school.
Get great writing from great writers.
Get great programming from . . . you know who.
That’s the most efficient way to get the work done well.
In your own shop concentrate on your stellar skills and get other folks to do what they do better than you. Offer your best and nothing else, and smart business folks who value their time will value what you do.
Clean, Clear, Simple: Example 1
At SOBCon this year we were offered a pro account at e-Junkie.com. If you were an attendee and didn’t take advantage the promocode was SOBCon08. Check out their services. They do what they do so well that I’ve set up my affiliates there.
Clean, Clear, Simple: Example 2
Another great example of focusing on what we do well is Michael Martine’s new eBook launch. His book, How to Start a Business Website and Hire a Web Designer focuses in on on specific problems and how to solve them well. The answers he’s brought are the best tools for the job, and his discussion of the product only talks about that. I think his product — content and presentation — is so well done that I’m selling it to you. I don’t do that unless I find the values that I would put there myself.
When a Hammer Beats a Swiss Army Knife
People have problems and search for answers. The answers they search for are straightforward and specific. They want the best tool fix what’s broken not an expensive toolkit. If you want to win their attention, solve the small problems before you try to win the big ones.
Be the best answer to what they’re searching for. When we need to pound a nail, a hammer beats a Swiss army knife every time.