That's not a typo. Read it over a few times. It's completely logical and, when you think about it, obvious. Then why don't people accept it as fact?

 

You might remember a discussion in an earlier newsletter of the Conscious Competency model for learning a skill. At first, someone is both Unconscious of the skill and Incompetent - unable to perform the skill. It is only after a person reaches the stage of being Conscious of their Incompetency that learning can take place.

 

Remember growing up? At 13 you knew everything - and your parents knew nothing. The more years you spent in school the less you realized you actually knew - even though your knowledge was increasing every day.

 

So it is in business. I talk to a lot of people who want to start their own business. They have the goods to sell or the ability to deliver a service, but they are unaware of marketing or accounting or managing people. Most will blunder through what they don't understand, learning from their mistakes. Some will take the time to read or ask questions, but they too will quickly discover that they had no idea how to deal with a given situation.

 

What's a person to do? Be curious, ask questions, absorb information like a sponge. Constantly seek out ideas and advice. Surround yourself with interesting people who know what they are talking about - and don't take themselves too seriously. Always maintain a healthy skepticism. Technology has made it possible to instantly disseminate information but, in many cases, that information is inaccurate or flat-out wrong. When in doubt, read the original source material. Technology has made that easy to find.

 

When you begin to understand what you don't know, you can focus on what you need to learn or finding the people who do know. 

 

A photographer friend of mine told me of a family who came to the studio for a family portrait. They arrived in an old beat-up van. When she collected the address information she realized that they lived in a small apartment. Yet, when they talked about the package they wanted it was to be one of the most expensive she offered. She couldn't help but wonder why they would choose to spend what little money they had on a luxury item.

 

What she found out during the session was that the mother had been diagnosed with terminal cancer and the family wanted a way to capture a moment together. They chose the finest thing they could imagine.

 

Customers buy for their own reasons, not yours. Help them to get what they really want.