The Biggest Lie Entrepreneurs Tell Themselves


This month is the 30th anniversary of the biggest lie business owners tell themselves.

I like to call it the Field of Dreams Fallacy:

“If you build it, they will come.”

If you still believe in this Field of Dreams crap and think that you’ll magically make money just because you build a website and offer your services, let me take a minute to crush your dreams.

Here are three myths that you need to get rid of right away:

  • I’ll follow my passion and I’ll never work a day in my life. WRONG.
  • If I build something cool, people will see it and I’ll become successful. IF ONLY.
  • I just need a good idea for a business and I’ll make it. Well…not quite.

Let’s touch upon that last one for a bit. Let me ask you a question:

Who do you think the hero of your business is?

If you answered ME! Then congratulations!

You’re wrong.

However, it gets better. You’re not the hero, you’re the mentor.  Find the hero and serve them as their mentor through your business.

Let me tell you a story about one of my email subscribers, Joshua West. He started off positioning himself as the hero to other audio engineers and sound people in his marketing but what he didn’t realize is that his colleagues weren’t his customers.

Putting yourself front and center isn’t the best way to go about it. You need to think about who your customer is and make them the hero.

In Joshua’s case, his customers were filmmakers and animators so he started marketing with their results in mind.

The Customer Journey

Think of the Customer Journey as a Hero’s Journey, like Yoda mentoring Luke or Batman training Robin (just don’t end up with a Jason Todd situation). You are the person with the skills your customer wants. Whether you teach them those skills through a course or do it for them instead, you are the mentor, not the hero.

In my case, in my Audio Issues business, the heroes are the home studio musicians and project studio producers that tirelessly spend time trying to make their music sound as good as possible. I’m just there trying to share the practical knowledge I have to make it easier for them. To show them the shortcuts that I’ve learned throughout the years of studying and doing audio production.

So when you’re thinking of what kind of business you’re trying to create (or grow) and who you want to serve, think of yourself as the mentor who can serve your hero to get them the results they need.

Don’t Ignore This!

Who are you serving and what ONE specific result are you trying to help them find. This is crucial.

Before I wrap up my rant, there’s one thing I’ll be focusing on in the next few weeks. It’s something you absolutely, 100% CANNOT ignore when it comes to building your business.

It’s crucial to get you started off on the right foot, it’ll guarantee the long-term health of your business, and you’ll have a laser-focused idea of who you’re going to serve.

It’s a little term I’ve stolen from the Silicon Valley Startup scene and it’s something I’ll cover next week!

Keep an eye on your inbox 😉


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