“Anything is possible.”
Some individuals, companies, and organizations boldly proclaim that they can do everything you need under the sun.
- Need expertise? They have it.
- Need quality? They’ll guarantee it.
- Need it cheap? They will beat any competitor.
- Need a solution? They’ll find it.
- Need it quick? They’re already working on it.
While it’s theoretically possible that you may actually meet the perfect individual, company or organization to meet all of your needs, it’s improbable. The reality is that no one entity could be all encompassing unless of course, they are intellectually dishonest or lack self-awareness.
I’ve realized over the years that many sincerely think that they can deliver on everything that they promise a potential customer or beneficiary of their services. Whether this is driven by unrealistic optimism, desire to please people, necessity of more business, or simply saving face at the moment of commitment, many instinctively promise more than they can deliver.
I get it. It’s hard. In fact, I’ve done this several times myself in the past. I’m just thankful that I’ve delivered on most things promised. Most things…
“Don’t become a wandering generality. Be a meaningful specific.” – Zig Ziglar
To be really good at something takes a lot of work. To be the best at something requires a ridiculous amount of time, energy, and resources. Being a generalist may have some short term benefits, but never forget to work towards being a meaningful specific on a few verticals of offerings. Here’s why:
- Brand Story – It’s far more memorable to listen to a unique brand story. For example, why just be a “creative agency” when you could be something more remarkable (i.e., worth making a remark about) by highlighting what you’re best at as a creative agency?
- Focus & Clarity - If we’re not careful with generalities, we may lose sight of what we’re actually building through our work. The last I checked, time and resources are limited. This means that we only have so many hours or opportunities in a day to build something worthwhile. What is your focus ultimately and what will you do to keep at it?
- Fulfillment - There’s nothing that drains our joy in life and work like dedicating ourselves to things that don’t sit close to our true passions. Allocating large amounts of time and resources to things that are secondary or tertiary to our hearts will suck the soul out of you. Feed your soul. Do the things that only you can do at the level you can do it in. Our world will thank you for it.
So, the next time you’re tempted to say “yes” to a request, take a step back and ask if you truly can (1) deliver what you promise, (2) deliver at the quality they deserve, and (3) find fulfillment in the process because the deliverable sits closely to your core passions and offerings.