Business is hard. Unlike the natural world of plants, animals, water and minerals, business is not visible. Business is an abstract concept. Sure, a business is officially formed when you file articles of incorporation. But those are just documents. You don’t invite clients to come and look at your filings. You can’t recruit great talent by showing them your government forms. Except maybe the lawyers. God help the lawyers.
Building, focusing and polishing a great business is a conceptual task. It requires things like missions and visions. It requires strategy, positioning and branding. You can’t just throw these items in your cart at Office Depot. You have to create them. You have to pull them out of the ether (or out of your butt), and breathe life into them to make them real.
Whose job is that?
I work with clients on challenges like this every week. I don’t expect our clients to have all the answers. Quite the opposite. I expect them to have a problem that needs to be solved. I expect them to have questions. I expect them to be a little lost and confused. You know, the way you felt on the first day of high school.
Making the invisible visible.
The greatest value my business offers is our ability to see the unseen. We paint pictures and draw maps so that others can see too. We build structure, we articulate thoughts and create unifying stories. The more answers we find the more valuable we become. But the kind of answers we are looking for can’t be googled. We have to create them ourselves.
Many would-be-collaborators want their clients to clearly articulate what they are looking for. The problem is, clients don’t often know what they are looking for. In fact, that’s why they need to hire outside help in the first place.
Professionals often loathe IWKIWISI clients. Those are the people who say I Will Know It When I See It. They can’t tell you exactly what they want. They can’t offer you a great brief. They can’t narrow the options down to 1 or 2. They need someone else to find the perfect option for them.
I love these types. They need the most help. Like a Sudoku puzzle with very few initial clues, they offer the greatest challenge. But when you solve those most difficult of puzzles, you experience the most satisfying rewards.
Think of young Helen Keller, who couldn’t see or hear. Then along came Anne Sullivan, who developed a system to teach the blind and deaf to learn language and communicate. She unlocked and unleashed the infinite power in Helen Keller’s mind. Who enjoyed the greatest reward as a result, Helen or Anne?
If you have the kind of skills to make the invisible visible or to make the intangible tangible, you can help transform organizations, people and places. If you need those type of people, take comfort in knowing they are out there. And someone knows where you should look to find them.