“Maybe people are less interested in what you do now,” said a listener after November’s Weekend computer spot, “I’d like to hear more about buying new computers.”
The listener was commenting that he didn’t find what I speak about interesting any more and that I don’t spend time updating the PC Rescue website.
What the well intentioned commenter didn’t understand is that businesses, and their owners, evolve in order to survive and stay sane.
In my case, I have the idiot savant’s ability to retain miscellaneous facts and see patterns. This works well in IT support and comes in handy when answering technical questions on radio talkback programs.
Those skills were so useful that the success of the programs and online columns distracted me from my own five year business plan. When I belatedly realised the business wasn’t meeting my personal objectives I moved on from the day to day operations of the organisation.
Another problem for being an on-air tech guru is that while there’s a demand for experts to answer computer questions, not many people want to pay for that advice meaning there isn’t really a market.
Indeed, giving complimentary advice had the perverse effect of damaging my own personal brand with the market, such as it is, believing I’d do everything for free, something my long suffering call centre had to battle with constantly (sorry Yvonne and Ash).
When it becomes apparent things aren’t working like we intended, it’s time to look at what we’re doing and figure out another course. Einstein said “insanity is doing the same thing, over and over again, but expecting different results.”
When we decide to change some of our old customers, fans and followers might be upset; but sometimes what’s best for us and our business in this changing world means we have to leave some behind.
