Something really rubs me the wrong way about the business of software conference. I can’t quite put my finger on it – something about the whole thing just feels wrong to me, which is (only partly) why I don’t go. But, being hypocritical, I do check out some of the output and even find it quite useful. Today, I watched Jason from A Smart Bear talking about rules and when to break them, which reminded me of one of my core businesses tenants, being authentic, though he never stated it that way.
I have met several founders who, for one reason or another, decide they are going to follow the conventional wisdom against their own better judgment. Later they ask: Why did I hit this rough patch? Don’t follow the conventional wisdom! I mean, ok, do it if it makes sense to you, but don’t do it just because you don’t have a better idea.
I read a lot. Every day. Probably too much stuff which fills my brain with interesting facts and figures and ideas and strategies. Some of them I really want to apply to my business. I want to apply them tomorrow. Sometimes I have even done that, but it has never worked out well. What has worked out, is taking some of those inputs, stepping back and saying “How can I transform this into strategic advantage for my business?” and then applying my analytical skills to it, making sure not to compromise with my goals and values. This is authenticity.
Take one example. I don’t like adwords. It’s too expensive. The only time I click on ads is when I am checking out competitors. I tried it. I took a competitors ad, did some research on how to make great adwords (what do I know about making good adwords?) and tried multiple variations. I lost money. Plenty of clicks, not so many conversions. Organic search converts at a much higher rate for me. Maybe I could improve my adwords strategies, but why should I? I don’t really like the model in the first place, at least at this stage in my business.
You know how sometimes, you buy from a business but just don’t feel quite right about it? Chances are, those businesses are very large and hard to replace in your life. Don’t be like them! That’s your competitive advantage. Not being like the companies no one (well, almost no one) likes. As explained in The Russian Fox and the Evolution of Intelligence, humans are really good at detecting cheating, or uneven social contracts. I think it’s similar when it comes to doing business which is inauthentic or in it only for the money. If customers get even a whiff of it, they’ll be out the door. If you compromise in one area, say, marketing strategy, where else have you compromised your core?
Sometimes, this leads to missed opportunities, or lost customers. That’s ok. In the long run, it enables growth. If you have a good product, or a great service, then the customers you want will be well aligned with your business and will appreciate the authenticity. Those that don’t appreciate it probably aren’t customers worth having, even if they have a fat wallet.
So, where are you compromising?
