On Being Average

Apr 25th

On average we are all average. There is no money in average though:

Bob would fail if he did average work for average editors just to make a living. But by turning down the average stuff and insisting on standing for something on the edge, he profits. By challenging his clients to run stuff that makes them nervous (and then having them discover that it's great), he profits.

This is scary. It's really scary to turn down most (the average) of what comes your way and hold out for the remarkable opportunities. Scary to quit your job at an average company doing average work just because you know that if you stay, you'll end up just like them. Scary to go way out on an edge and intentionally make what you do unattractive to some.

Which is why it's such a great opportunity.

This is sorta like my recent porn post, except more sanitized and generally much better.

Some people are going to outragiously overpay. Why not let those people be your customers.

Published: April 25, 2006

Comments

April 25, 2006 - 6:51pm

I think that's true. At least in my case, when I get too involved with the mundane, smaller work I don't grasp the larger opportunities and projects. Turning down work is scary but perversely it does help you grow as a company.

A family friend gave me the best business advice I ever got - 20% of your clients will take up 80% of your time, and vice versa. Work on reducing that 20%.

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