A year or so ago, a friend came to me for advice about launching, marketing and growing a boutique wellness business. Lets call him Jack.
I know the boutique health, fitness and lifestyle industry very well and I love mentoring, so I spend a solid chunk of time delivering a set of detailed, step-by-step instructions designed to fire up the business. The techniques I offered worked. I knew, because I’d tested them in my own and other businesses. All he had to do was execute.
Jack vanished for about 6 months, when I got another call asking for more help.
This time, I’m a bit hesitant, because it’s fairly obvious Jack hasn’t acted on much of the advice I provided. But I really like Jack, so I spent another few hours with him, first confirming that most of the original steps were never taken, then reassessing the current state of his business and telling him exactly what he needed to do to quickly turn around what now seems to be a failing business. And, I tell him to call if he needs me.
Another six-months go by, when I get an e-mail. Jack’s given up. The business is done.
Somewhere in the middle of this, I get a call from another person out of the blue, let’s call her Lisa. Lisa is a friend of a friend. She is looking to launch a similar business in a really tough market. I actually advise against it, but she’s fiercely committed to making it happen.
Even though my schedule is beyond packed, I am floored by her passion and agree to meet and share a few thoughts. Over the next year, that initial meeting turns into a string of semi-regular mentoring sessions, where I help her with everything from the initial planning to negotiating the lease to branding the concept and creating a high-profile launch campaign. Lisa implements everything like clockwork.
Two months ago, the business launched and blew away all expectations.
Lisa torched her first-week projections by 50%, was instantly in the black and is on fast-track to success. Her market wasn’t any better than Jack’s. The service wasn’t any more or less desirable. And, she was no more or less passionate about the benefits it offered. If anything, Lisa’s model was far tougher to pull off, because it relied upon a far larger customer-base in a much more competitive setting.
Two people in a similar biz. Both had the keys to the castle. Both knew exactly what to do to succeed. But only one took action.
FYI – these were not paid clients, but rather people who I’d agreed to mentor on a casual basis, making myself available if and when they asked.
My question to you, my fabulous blog-family, is why?
Why do some people, once given the answers, blaze ahead and succeed, while others with the very same answers sit, wallow and fail?
It’s not about knowledge. So, what is it?
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