In an economy based on resources and physical goods, the idea of scarcity makes sense. There are natural physical limits, so the concept of dividing up a finite pie kind of works.
But in an economy of ideas and services, this outdated mindset is destructive. Too many businesses still operate as if they are fighting their competition for the same set of customers. Their lack of imaginative thinking stunts their business and makes their work a slog.
There is a better way.
Instead of seeing your business and the marketplace as one of scarcity and competition, bring a mindset of abundance. Focus on maximizing the value you offer to clients and other business owners, rather than focusing on what you can get from them.
“You can have everything in life you want,” said business guru Zig Ziglar, “if you will just help other people get what they want.”
When you focus on improving the well-being of your clients, you establish relationships instead of cold business transactions. Your clients become friends instead of names on a CRM.
And while it clearly makes your work much more fulfilling, it’s also much more profitable. Your clients see you as a trusted partner instead of a one-off commodity. Your customers won’t jump ship the second your competitor offers them a lower price. In most industries, customers care much more about feelings of trust and good vibes than features and discounts.
Six years into my business, I’m constantly amazed at the power of relationships. All the opportunities that have opened up by working collaboratively with other agencies that are technically my competitors. And how many of my current clients are thanks to referrals from past happy clients and friends.
So focus on delivering as much value as you can to clients and peers, and the rest will usually take care of itself.
