No offer, no business
Every business is defined by one specific thing.
It’s what differentiates businesses from hobbies, and coffee shops from being “cool spots to hang out.”
If you’re reading this – I’d imagine that you’re either:
- interested in starting your own business
- are already succeeding in doing so
Even if you simply consider yourself a “passionate person that wants to do what you love for a living,” this information is necessary to consider.
No Money, Mo Problems
In order to make a living, you need to make money.
In order to make money, you need something of value to offer.
Something of value =
- a product
- a service
There is no way around it. Without an offer, you don’t have a business. Without a business, you’re just doing what you love in the form of a hobby or passion.
(For the record – there’s absolutely nothing wrong with not getting paid for your interests. However, I want to encourage and equip more people to go full-time doing what they know they’re meant to do. I’m a strong believer that entrepreneurship is a vehicle for pursuing your purpose.)
“Ahh… I need a reason for people to give me money before I can make money!”
This is the silly, yet profound realization I made earlier this year.
I am not immune to mistakes, failures, and shortcomings. I am not an expert in all domains of life and business. I do, however, enjoy learning. I also enjoy sharing about the things that I learn.
Consider this realization a moment in time that I believe is worth sharing!
Sales Is Not Sleazy
An exhausted man walks into a coffee shop.
He peeks around, observing the beautiful interior, delicious aroma, and dozens of people congregating in this public space.
Right away, he notices a counter with a menu above it. On this menu, there are a list of products with dollar amounts placed next to them.
The barista kindly asks, “Hey there! What can I get you today?”
“What do you have? And what do you recommend?” He asks.
“My favorite is the iced vanilla latte, half sweet. Our syrups are made here in house!” Says the barista.
The man peeks up at the menu, notices the absurd price of $6.00, and scoffs.
“$6.00 for that?!” In disgust, the man turns around and storms out of the door.
“They’re just gonna assume I want to pay $6.00 for a coffee? What a joke.” He thinks to himself.
A common misconception is that “selling is sleazy.”
I believed this for a long time. We’ve all encountered the pesky insurance salesman that goes door to door, disrupting the whole neighborhood’s peace. Or maybe the used car salesman that does more convincing than helping.
These type of people will leave a bad taste in anyone’s mouth.
But what about the barista at your favorite coffee shop?
If I had to guess, you walk into the coffee shop in zombie form, happily pull out your credit card, and exchange your hard-earned dollars for some liquid energy.
Without even noticing – you were sold to. You bought something with your own money. The barista didn’t have to do much convincing. You knew what you wanted and happily paid for it.
Coffee shops sell coffee. They offer it as a product.
It’s how they make their money as a business, pay their employees (creating more jobs), and sustain themselves as a hub in the community.
Oh – and they also keep you productive and energized. This is valuable to you, the consumer.
People Have Problems
Everyone encounters problems. (Say it louder for the people in the back!)
People have problems.
Businesses have problems.
We have problems on top of problems.
If you haven’t noticed – problems will always be around. It’s human nature.
A “problem” can range from low energy in the mornings (solution = coffee), to bottlenecks in businesses that cost thousands of dollars or thousands of hours for that company. The solution to these problems is a product or service.
Instead of looking negatively at this fact, it’s the “job” of the entrepreneur to find solutions to these problems. It’s how the creative person’s brain works.
Where a problem is present, an opportunity awaits.
Offers = Solutions
In order to solve these problems, someone must develop a solution.
It’s the “job” of a business to solve problems. It’s as simple as that.
Businesses offer solutions to specific problems in the form of a… product or service!
- Apple (iPhones) solved the problem of mobile communication
- Uber solved the problem of getting from point A to point B
- Plumbers solved the problem of not having a single clue what to do when your toilet is backed up
With this is mind, your “offer” is no longer just “something to sell.” It’s a solution to a real problem that someone has. Failing to offer this expertise is, in my opinion, a disservice to the many customers you could help.
What problems do you notice?
I believe each person notices specific problems for specific reasons. My brain works one way, and yours works another.
We notice different things.
We observe different details.
We solve problems in different ways.
Each person has something unique to offer. This is your “unique advantage” to offer to the world in the form of valuable contribution.
Lean into your interest further. Learn more about it. Find different solutions to your “own” problems. Share those solutions with the world (internet) in the form of products or services. Create content about these problems. Walk your audience through the journey you’ve taken.
We all crave connection. And connection is more available than ever online.
I believe everyone is and can be an “entrepreneur.” This is your permission to do so.
When developing your first (or next) offer, think of it as service – not sales.
Imagine the people who are encountering the specific problem that you can solve, and develop an offer that speaks to them directly.
This is your duty as a human who solves problems. We could all use a little help from our friends.
–Eric Pfohl