Why Entrepreneurs Shouldn’t Think Outside The Box
Don’t all entrepreneurs think outside the box? Nope!
“Artists don’t think outside the box, because outside the box there’s a vacuum. Outside the box there are no rules, there is no reality. You can’t ship if you’re far outside the box.” Seth Godin – Linchpin (page 102)
Before reading Seth Godin’s book Linchpin, I thought it was my duty to get business owners to accept marketing ideas and strategies they considered to be outside the box. I was wrong. This mistake cost me a lot.
I should have operated within the box they were comfortable with, and then brought them to the edge of their box. It would have been a lot less stressful for me, and it would have allowed me to slowly expand their box (and help them grow their businesses).
Have you been trying to get your clients to explore outside their box?
Next time just bring them to the edge of their current box.
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