A dear friend used this phrase to say good-bye after attending a successful marketing event that he hosted. The event was successful because my friend created awareness and communicated directly with prospects. The second reason is that I personally introduced him to a contact who could lead to additional prospects. Clearly, marketing and networking benefit growing businesses. And, so does pursuing goals with gusto. Fundamentally, “get out of the shallow and go deep” is a reminder to pursue great opportunities fearlessly!
Low Barriers to Entry
The struggle is real. ~ Unknown. And, so is the competition! Businesses with low barriers to entry are easy to launch and difficult to realize success. Entities like web-designers, consultants, real estate agents are attracted to the high demand for their talents and easy set-up for these companies. Often, these professionals can launch quickly, then start identifying and serving clients. The pool is shallow. Unfortunately, the shallow pool attracts lots of people with the same pain-free mindset.
The winners in this pool have business plans, support resources, funding and marketing acumen. These attributes provide depth. Winning businesses are not successful because their services are in high demand. They are successful because their business acumen is in low supply. Success requires getting the tools to go deep. Any professional can jump in a pool of entrepreneurship and get wet. The successful entrepreneurs prepare for the persistence and support that are required to withstand the deep. The territory may be less charted, but that is exactly where opportunity hides! Don’t go into business because it seems easy. Go into business because the thrill and rewards are great!
Don’t let what you can’t do interfere with what you can do. ~John Wooden. Another challenge that keeps professionals in the shallow end of the pool is lack of confidence in their skills. They mistakenly believe that the market punishes their ignorance. In reality, the market rewards boldness. Successful entrepreneurs typically know a lot about a few things. They are then bold enough to involve people with more knowledge where they are weak. Value is created when a professional can solve a specific problem. Successful business people thrive because they know how not to drown. Individuals who know all the various strokes involved in swimming have opportunities to contribute. What they don’t have is the capacity to jump into a deep problem fully expecting to escape unharmed. Entrepreneurs don’t necessarily know how to swim. They know how to survive! When it comes to creating value, surviving trumps know-how every day. Know-it-alls are great at solving yesterday’s problems. Survivors solve problems that did not exist previously. Then, someone is willing to pay a premium to make similar problems go away.
In short, success resides in deep waters. It is the adventure and the ability to solve problems. When my friend tells me to get out of the shallow and go deep, he reminds me that survival skills are more than sufficient to prevail in dangerous environments. Furthermore, it reinforces that we are kindred spirits in pursuing our entrepreneurial ambitions. Be bold! Go jump off a cliff! Dive into the marketplace. But, not in the shallows; it’s crowded with mediocrity. Go deep and submerge in the exhilaration of massive success!
By Glenn W Hunter
Managing Director of Hunter And Beyond, LLC
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