I know nothing about cars, for many years I’ve been happy with the fact my cars always had a start button. Press the button – engine starts and off we go and until my new car turned up (which I love) – I was doing a thousand miles a week on the road in a nice black BMW, up and down the country seeing clients every day of the week.
You might think that stacking up 50k of miles a year would give me some insight into how these wonderful machines work – but no, not a clue.
To that extent – if I ever offer advice about cars – other than ‘that one looks nice’ – DON’T LISTEN TO ME – I can’t give you much solid advice. The same principal should apply therefore to numerous outlets – my lawyer who really doesn’t understand much about how the internals of a complex piece of software shouldn’t tell me about how I should refactor that bit of code I’ve been working on.
Yet time after time – we see people taking advice from someone who has little to no experience in a subject matter – its infuriating because this is how problems mount up. I recently spoke with a friend who attended an event on how to market your business more effectively on social media. The only problem was the one doing the preaching wasn’t a social media ‘guru’ (more on that another day!) but instead was an ex-accountant who auto-tweets and cross posts all their content from various news stories without any context at all.
Don’t get me wrong – fantastic to see there be 20+ people in the room all paying £100 to be there because Joe down the street said he had a great time in the seminar learning how to tweet more often (and hey it gets retweeted by Sarah the auto retweet stripper account who just wants to meet you as she is single and in your local area!)
If the person on that webinar, that stage, that ebook, whatever it maybe – hasn’t actually accomplished what it is you are there to learn – then why bother?
It is because most of us want to believe in ‘the secret’, there must be a formula, a method, a step by step plan to: build our businesses, increase profits, get more users, be a better leader, gain more followers, etc.
The real secret, is there is no shortcut, there is no ‘follow this ten step plan to success’ – its about hard work, dedication, some degree of luck (although thats not the right word really), timing and DOING THE WORK.