One of the Best Business Lessons Ever (Seriously)

A few years ago while during my time on the college speaking circuit I learned one of the best lessons that regardless of the business you are in should learn.  Why?  Because it applies to every business out there.  The lesson…

You are not in the _____________  (fill in the blank) business you are in the marketing business.

Example, you are not in the pastry business, you are in the marketing business.  Follow?

Take a moment and let that sink in.  In full disclosure at first I didn’t get it.  My thought was, “What!? I’m in the speaking business, how in the world am I in the marketing business???”  The person who taught me this lesson (Victor Antonio) countered with, “Think about it. How often have you seen someone who you know you are better than get the gig, and you didn’t. The reason they got it is they simply out hustled you.”  Ouch.  Tough lesson to learn, yet quite practical.

Learning how to market your business is one of the most important skills you can learn since effective marketing will carry you over the competition.  Sure it can be overwhelming, the key is to just start.