I Know What I'm Doing ==> Oops, Guess I Didn't, But It Wasn't My Fault
Kids are FIERCELY - I can do it - independent. Parents quickly drum that out of all but the most determined ones. Turn them into sheep kids who never grow out of being sheep. They, in turn, do the same to their children. And round and round it goes.
Some children are immune to it. They mentally resist sheepdom. They keep their independence. And it comes out, at some point. The sheep might think of them as "fringe people" or "eccentric" or "odd" or any number of words that really mean, "not like us."
The interesting thing about those independent ones is they have a tendency not to be pig headed. They can quite readily admit they do not know everything. And will accept new information if it makes sense - while they will stick to their guns until otherwise.
The sheep, on the other hand, never change their minds. They can't. Because as I previously wrote, they are really shells of other people's opinions, thoughts, images, etc.
You get funny results when you see a sheep trying to be independent. They fight for their independence and won't accept assistance from outside. They are the true "know it alls" we see around us.
A client of mine was like this. They just "knew it all" about their business. So much so, they are now out of business.
It all started with their job. They worked for a prestigious business in Sydney, doing managerial/supervisory type of work. They sold their house in Sydney and came to The Gold Coast to make their fortune. Bought a business in the same line as the one they had worked, and were set to take on the Gold Coasters and show them how the Sydney-ites did it.
Two years later they closed their doors and whimpered off to non-existence in a country town of 30,000 people. Hoping to salvage what little money they had left and start from the ground up.
During their two year experiment as business owners, I constantly asked them for discount vouchers I could give my other clients as "Thank You for doing business with me" gifts. They never printed them. They told me once they had some coming, but that never eventuated. They never marketed their business. Never ran ads or mailed "please come back" letters to their customers. But they did drive around in a new BMW and hired a mobile care detailer to detail it every week.
So what really went wrong here?
The total lack of marketing should give you a clue. While they knew how to manage such a business because they had managed someone else's in another state. They knew bupkiss about getting customers in the door. And while they might have been able to manage the business, they didn't really understand money management - otherwise they would have been driving a less expensive car and devoting the weekly car detailing money to something that would have brought customers into the business.
As a result, they slowly watched their money dwindle away over two years.
They did try to sell the business, to recover some of what they had spent. But no-one wants to buy a money-losing business without a customer list. So in the end they just closed the doors and walked away. And moved to a small country town where they could run the same kind of business but on a much smaller scale where they could even save additional money by doing most of the work themselves.
But even there they will be doomed to fail - UNLESS - they learn how to bring customers in the door. But that just won't happen. And it won't happen because they are sheep. They are the A-typical look at me and what I have yuppie. Image is important no matter the cost. I know best and no correspondence will be entered into. Even though I have never owned and run a business before and am a person with an employee mindset.
Michael Gerber would call them employees who had an entrepreneurial seizure. They THINK they can run a business because they know a certain part of someone else's business. In all cases, they are doomed to fail unless they can let go of their "I know how to do it" ego and accept hands-on wisdom from those who have done what they want to do.
Whenever they saw another business like theirs that appeared to be doing very well, and I asked them about it, they would say that such a business cannot be run like that. And trying to do so would see their customers disappear, if they did it. And yet, they never actually asked their customers what they wanted, or tested it to see if their customers would disappear. They "just knew". With the result being they closed their doors while the businesses they said couldn't be run that way, stay open and thrive.
The funny thing is, there was a business like theirs whose owner had tried before and gone bust. But he had learnt his mistakes and didn't make them again. He re-opened with a way to get customers into the door and kept doing the "customer generation" thing. Now he has five locations throughout the city and is doing fine thank you very much.
His products aren't any better than others who sell the same thing. But he markets his business. He has, what associates of mine have termed, a "PCGS" - Perpetual Customer Generation System.
You can have problems in every other area of your business and still get by - as long as - you have a way to get customers into the doors on a continuing basis.
My clients didn't have such a system. Nor did they have the slightest desire to have such a system, or discuss such a system, because they knew what they were doing. I think they believed in the mythical "open it and they will come" mumbo jumbo. As if somehow the ether would plop customers on their door step.
It reminds me of another "couple" I was speaking to in another city, who had opened the same type of business. I was told, "We know what we're doing. We've worked in six other business previously." And that was their downfall. Working in someone else's business doesn't mean you can run your own. Six months later they too closed their doors.
And so it is kind of ironic. The independent people who cannot be dictated to, are willing to admit they do not know it all, and to accept outside information, if it will help them in their independence. While the sheep, who are renowned for absorbing everyone else's opinions on all manner of things and not thinking for themselves, become incapable of accepting outside information, all to their own detriment.
Maybe it is, as one self-made multi-millionaire told me, they don't think they deserve success and undermine and sabotage their own efforts. While independent people do think they deserve success and endeavor to enhance their chances of achieving it.
One thing I do know. Those sheep who fail, always blame outside forces for it. It is never their own bad judgment to blame. It is always "market conditions".
Like the business I talked about. $100 a week on car lease fees and another $100 a week on cleaning the car, saw $10,800 a year disappear down a hole. I could do a LOT of marketing for $10,800 a year. But it wasn't their fault no-one wanted to come to their business, because no-one knew their business existed. It was "market conditions". Might make 'em feel better, but won't allow them to learn from their mistakes.

