“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.” -Einstein
What does this mean?
It means that to create an effective solution, you have to have a deep understanding of the problem. Otherwise you fall back on to predictable solutions that don't always work. It's similar to the hammer and nail concept. If you're a hammer, you look around for nails. But if there are no nails in sight, you're SOL.
In design and branding, an hour of solid planning saves countless hours of revision and allows for projects to run smooth.
Point being, take the time to think. Plan. Be strategic. Good solutions come easy to those with skill, but if the wrong skill is put into play then you're in trouble.
Your customers are the hero and they aren't looking for you to join them in the winner's circle, they are looking for someone to help them find the path there. Someone who has been in the winner's circle before, but is not seeking to stand within it this time around. A guide who can confidently help them get on track and succeed.
What qualities would make for someone to fit this role?
Two things: competence and empathy.
Competence, meaning the ability to go forth and complete a goal thoroughly, honestly, and ethically. Why? Because no one is going to want a guide with zero experience or one who cheats. They want someone who has been there already and succeeded honorably.
Empathy, because having been there already, the guide will know how difficult the challenges ahead are and knows what it feels like to be in their shoes.
Want to build an irreplaceable brand? Become a guide for your hero – err customer.
It's common practice for business owners to take great pride in their craft and their industry. I know this all too well, as I love being a designer and creating things. But, it's not the most important part of my business. Far from it actually. If it was, I'd be out of a job as websites like Fiverr and Upwork can beat me on price, they will give more options, and they are accessible 24/7.
Thankfully, people buy on emotion. Buying is a method of joining a tribe, what you buy says something about who you are. Think about it. If I buy a Tesla, it says something different about me than if I bought a Ford Mustang. It's a car, they have the same function, but there is a different sense of meaning established by joining either of those tribes.
All this to say, when people buy from your company, what are they saying about themselves? A couple things:
They believe what you believe and they are cool being associated with you. More succinctly, they are buying YOU. Not what you do, not because you're cheap, not because you're stronger, faster, better, they are buying from you because they connect with YOU emotionally.
That is what matters the most. You. Everything about you. All of your quirks, your experiences, your dreams, your vision, all of those things that construct you are what they buy.
Who you are matters most. You do the world a disservice in trying to be something you're not.