Seth’s course continues with him speaking, giving examples, explaining concepts and exhorting… I am not going to go through everything he suggested (do the course! I urge you… do the course! Seth Godin’s Freelancer course) but I will give some ideas of the challenges in the exercises, what they made me think about, and some of my answers.
The next questions Seth posed (as exercises 2 and 3) are really thought provoking:
- What do people buy when they buy something from you?
- Leave out the easy, repetitive, generic stuff… what are you doing that’s difficult?
This really got me thinking, because, the easy answer is “consultancy and training,” but… what do I mean by that? What exactly do people want to buy from me? My engagements with customers don’t necessarily offer concrete deliverables – although they can do. I’m not providing wedding catering, or photography, where people can see something they have bought. What I offer could seem quite nebulous. The type of feedback I have had from satisfied customers (especially senior people like CEOs) are words like “happier because you are here,” “calmer days,” “more confidence”. This requires some thinking – what are people buying, really, when they buy from me? This is not about what I think I am selling, but about what other people think they are buying.
What do people buy when they buy something from me?
I provide consultancy, training, coaching, mentoring in my specialist areas within IT. That is software quality management, software testing and user experience testing.
Therefore people buy my expertise and knowledge.
More specifically, if YOU buy from ME: you buy my confidence, energy and enthusiasm, my ability to enthuse others. You buy my diligence, my competence, my ability to find out or synthesise new things from a set of information / data and therefore suggest a (new to you) solution to a problem that you have.
You buy the knowledge that you can trust me, because I am a professional.
Leave out the easy, repetitive, generic stuff… what am I doing that’s difficult?
The difficult parts of my role, the reason I succeed, is because of two contrasting areas: People and Data.
Most of the problems I encounter in organisations, and help to solve, arise from gaps in people’s communication, understanding and skills. I’m an enabler and teacher. I enable others to become more confident and to learn new skills, both technical and interpersonal. After time with me, you’ll have bought the ability to close those communication gaps.
Data arrives on organisation’s laps in vast and unmanageable clumps. I have the ability, the patience and a certain enjoyment in unravelling data, analysing it, researching, thinking, synthesising, making data into information. Ideas arising from this work are often hard to explain and convey, but I have a skill in transferring and clarifying concepts via story-telling and metaphor. After time with me, you’ll have bought knowledge you’ve gained from those stories.
Here are ten things you’ll get from me, if you are my client:
- Trustworthiness – if I say I’ll do it, then I’ll do it.
- Kindness and respect – I’ll treat people as people.
- Diligence and hard work – you won’t wonder whether I could have done more.
- Honesty in feedback – I won’t flatter, I will critique, and I’ll praise
- Enthusiasm and positive attitude – I will look for ways to make things work.
- Stories and metaphors – I’ll seek many ways to explain and transfer ideas.
- Listening and understanding – I will take time to make communication two-way.
- Timeliness and scheduling – I will work to get things done ahead of date.
- Confidence and worth – I want to leave you feeling more capable than I found you.
- Sharing and giving – I want to transfer to you the knowledge I have.
Then came a really hard question, but one that I found important to reflect on really carefully. How do I rank, against others, against myself as I used to be, and against what I could be in the future? Seth asked: “Compared to others who do what you do, rank yourself on reputation, knowledge, expertise, tools, handiness”
So, how do I compare? And, who do I compare myself to?
I took a long hard look at my skills and expertise. There are some areas where I have specialised, practised, and continue to grow. There are other areas which are no longer my specialism. It’s like spring cleaning a cupboard – what do I want to keep? what do I want to mend? and what do I throw away? As I continue to specialise, it is clearly impossible to know everything.
Then, I reflected again on all the earlier exercises.
- What are people buying from me? Have I the expertise and skills to offer those things? Yes, I do.
- My most important skills and knowledge – am I nurturing those well enough? Probably, but still, I made a plan for professional development, focusing on the things that are important
- Where I have neglected a skill and got rusty, are those skills still relevant? Probably not, so I need to decide whether I revisit them or not.
Lots to do, lots to learn. Even if I was completely satisfied with myself, the world around me changes and I need to keep up to date.
Next: Fear, selling and tiptoeing through the marketplace….