Wide Open Technologies

To many, discipline is a dirty word. It paints a picture of pain and makes people think about drill sergeants. It’s always presented to us from a father figure or someone trying to act bigger than us.

But I’d like to paint a different, more optimistic look at discipline. Let’s just say that the definition of discipline is “remembering what you want”.

The challenge with discipline is that we don’t think about it until we’ve reached the decision point. We think about discipline as will power to say no to chocolate cake, but in the heat of the moment, the cake ultimately wins.

The same goes for business. We want to have the great business, but when it comes down to the work, there is always tomorrow. Facebook, errands, and socializing always take precedent.

Discipline comes from constantly thinking about what we really want. The more defined and clear it is, the more likely we are not to crumble under temptation.

Decide what you want your business and life to be. Paint the picture as much as you need to see it crystal clear. Post up the evidence of what you want everywhere and make sure that everyone around you knows what you want.

Discipline is a good thing when it’s understood and controlled in the right context. Don’t be scared of discipline. After a few months of knowing what you want, it will seemingly disappear.

Authenticity in art and in business means being true to the product and the process that created it.

The internet has leveled the playing field whether you are Best Buy or the ice cream truck. If you’re not authentic and you’re trying to do anything remotely shady, you’re busted.

The only way to build a lasting business is through respect and trust. Without earning these two elements no one will buy from you. If they do, it will only be once and they’ll tell everyone they know how bad their experience was.

Being authentic is going to be a strong advantage for you and here are five ways to get you started:

1. Educate people
2. Be transparent
3. Admit when you’re wrong
4. Be original
5. Drive a philosophy

One way to build authenticity into your products or services is to educate your clients on the processes you use to create your work. It’s been proven over and over that people love to buy from those that teach them something. It also gives them an appreciation for how thoughtful you were in creating what they’re about to invest their money in.

Another way to build authenticity into your business is to practice transparency. With the internet, you almost don’t have a choice. The interesting thing is that people now like to see companies that are human. If you’re honest about your shortcomings, they’ll respect that and maybe pitch in to help. Show your bumps and bruises. Show that you’re team is funny and maybe even a little whimsical. Delight people and show them you have a personality.

A third way to build in authenticity is to publicly and heartfully admit when you’re wrong. If you accidentally wronged someone, it is in your best interest to publicly make it better. After all, people are going to find out and it’s better if it comes from you first.

The fourth way to build in authenticity is to be original. The world is primed and ready for things that are different, unique and that shift they way they are currently doing things. The world is also highly receptive to those that are first movers. Sometimes your greatest advantage can come simply from being “first”.

The fifth way to build in authenticity is to drive a philosophy through everything you do. If your clients know what the drive behind everything you do is, it’s easy for them to buy into it and believe in you for the long term. Here’s a little side tip too: the new way of marketing is through ideas. This is true even if it doesn’t directly relate to what you’re selling. People love those that think on their own and that have a strong point of view.

Authenticity goes a long way in building a long lasting company that people will feel passionate about. There is nothing better than to build a passionate audience that buys more, more often and at a higher price.

Being authentic is the best way to accomplish this.

We all would love to have some great insight into where we can find a new and powerful competitive advantage. We would love to be able to read the minds of our customers so that we could add immense value to their lives and earn their business for a lifetime.

Unless you are Yoda or Miss Cleo the mind reading thing is probably out of the question. So how do we get the most useful insight in the shortest amount of time possible so we can get back to creating value and profit?

The answer is to look to your extreme users.

If I own a business that is trying to develop ways to help people quit smoking, I need to find out who the extreme users are. In this case I would look to those smoking two packs a day for twenty years, and those that just started smoking.

By observing and interviewing the person that just started, I could gain insight as to why they started in the first place. What made them pick up the first cigarette? After you thought the first one was terrible, why did you light another one?

On the opposite end of the spectrum, I could ask the twenty-year chain smoker what affect smoking has had on their lives. What’s the burden you carry now? What would they say to the new smoker in hindsight? What would it take to change a twenty-year behavior and pattern?

If you’re looking to solve a problem or find a solution inside of your business the best place to do your research is in the field and with people that are in their natural state. Trying to innovate and speculate on your market from a board room is, quite nearly, a waste of time.

Extreme users give us clear, simple and direct insight while the middle ground could lead us to chasing our tails. If you take the time to study and ask questions of your extreme customers, I think you’ll find your greatest advantages were right under your nose.