I received an e-mail today from someone in my organization who said that entrepreneurs and business professionals really need help in management, sales, accounting, taxes and many other issues. So far, so good–I couldn’t agree more!
Then he suggested that our organization would be so much better if we provided that kind of training. Whoa–stop! Here’s where we part ways. You see, I’ve heard that many times over the years. It tends to come from groups that are struggling, and they’re looking for something to provide all the answers to a myriad of problems. This sounds really good and I understand where the frustration is coming from–unfortunately, it just doesn’t work.
Many years ago as a business consultant, I saw a lot of my clients bounce around from one product or service to another. They were chasing projects down rabbit trails because someone said they should be doing this element or that element of the business. They didn’t specialize. They tried to be all things to all people. They ended up being good at nothing at all.
When it comes to being a truly great organization, I believe that a jack-of-all-trades is a master of none. Instead, I believe that you should focus on your organization’s core competencies. Do what you are good at, and do it better than anyone else.
There are many, many companies that are MUCH better at teaching business people about management, sales, taxes, etc. My networking organization is not an expert in taxes or business management. Organizations such as iLearningGlobal provide more content from more experts than we ever could. We shouldn’t even try to be “the” expert in these areas. In fact, we are not and never will be the leading organization on sales training. Organizations such as Brian Tracy University are much better in this field than we are. If we try to do that–we change our core business model and lose our focus.
Don’t try to be all things to all people. Do what you are best at and do it better than anyone else in the world. My company, BNI, is myopic. We do one thing and, based on results (thousands of groups in dozens of countries), we do it better than anyone else. We help people build their business through a structured referral networking program. We are the biggest and the best at what we do, and we don’t try to be the best at other things.
Great companies know what business they are in, and they focus on improving that business every day.