We talked last week about getting started and that one of the challenges of getting started is what to do first. Sometimes, knowing who you’re going to serve makes it easier to decide what to do next (Remember: “next” doesn’t mean forever). A good question I heard years ago that’s useful for narrowing your focus and providing some direction in this respect is “Who do you want to be a hero to?” That’s an important question because it does a nice job of narrowing down the possibilities of the work that you’re considering. It also reminds you of your “reason why”, ie: what fuels the personal satisfaction that you get from helping the people that you eventually become a hero. Still, not everyone can relate to the hero thing.
”I’m not a hero”
You might not think you can be a hero, but I suspect that’s because you’re thinking of heroism in the context of a mythical superhero with superpowers, or of a real hero, like a firefighter who risks their life to enter a burning building to rescue someone who’s trapped.
There are other ways to be a hero.
Ever been disappointed by a vendor? Then you know that a vendor that a customer can always, always, always depend on is a hero.
Ever had a consultant who was there every time you desperately needed them? You know what a hero does.
Ever had an insurance agent help you navigate a maze on one of the worst days of your life? You know what a hero does.
Ever had a manager you could always depend on? Who always had your back? You know what a hero does.
Every business has work for heroes.
Who are you a hero to?
Spending time working with the people you want to be a hero to helps confirm you’re in the right market. It can also tell you your market is exceedingly difficult to break into.
Sometimes that’s because the market’s already crowded or the people you want to be a hero to are difficult to serve. Maybe they’re of a one off nature, so it’s hard to build a good economic model from that sort of solution. That doesn’t mean give up on that solution, but it may indicate you’ll need to be more inventive, clever (etc) than you might have expected.
This may mean that you have to spend more time with the people in your target market, which frankly is always beneficial, even if you’re going in the wrong direction. While working directly with the customer you want to be a hero to, you are going to learn much faster. If you’re just starting out, then it makes sense to try the first thing that catches your eye. You’ve got plenty of time. Your very first “real” job may not have anything to do with a career and career path you end up on – and that’s OK.
Change canoes to be a hero
Likewise, just because you’re 55 or 65 and have been a CPA for decades doesn’t mean that you can’t decide to be a fly fishing guide. If you’ve got the skills, and you have the heart and mind of a teacher, and you’re willing to do some marketing and networking, then you can probably do it. What matters is that you want to do it badly enough to not let that desire sit unused on the shelf.
I saw this in a young man for a better part of a decade. He was doing well in a job that he didn’t necessarily like, and was advancing in a company that didn’t appear to have much respect or empathy for their people. It didn’t seem that they cared about their employees as much as they should have.
A decade of percolation on the thought of “what interests me” finally came to a head, and when the time was right, he made a choice. He’s since narrowed that choice and is focused on being a hero to “his people”. That’s kind of how it works for all of us whether you’re 25 or 65.
Life puts opportunities in front of us. More often than not, the key is stepping out of our comfort zone long enough to grab the opportunity to be a hero to someone.
P.S. Everyone has at least one hero story. 5 or so years ago, the owner of a company was going to send a handful of people to a very large client, perhaps their largest. This Fortune 10 company was not to be messed around with. You wanted your best people “on the field” at this place.
At the owner’s request, I suggested a few people for the trip. One of the suggestions provoked an “Are you sure???” response from the owner. I told him “This guy is going to show up in a suit, be incredibly polite, take notes, ask good questions and will never embarrass us.” The owner was surprised. He didn’t see that side of this guy (and this wasn’t a suit-wearing company), but I’d seen this guy on the playing field in the past. As expected, he did exactly as I described.
At the very least, heroes do what’s expected of them, even when no one’s looking. It matters to them, even if it doesn’t matter to you.