Randy Cantrell

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You hate selling. It embarrasses you. You feel like a lowlife…like you’re wearing a polyester leisure suit.

You’re an idiot. Not because you’re selling, but because you feel like dog meat when you do.

If our founding fathers hadn’t shared their beliefs and convictions…our constitution would have never been written or adopted.

The cool stuff in your house – that stuff you really love – wouldn’t be there if somebody hadn’t sold it to you.

No, there’s no difference in the two sentences above. One is an idea. The other a product. But the fact is, if neither had been shared, then others wouldn’t have benefited. Neither would have spread. Or succeeded.

I love Field Notes. You can check out episode 87 and see a picture of 5 of them. I have dozens more. I’ve spent way yonder too much money with these cool kids in Chicago who market and sell Field Notes notebooks.

I bought my first 3-pack when they were first introduced. Since then, I’ve found them irreplaceable. Moleskines don’t replace them. Reporter’s Notebooks won’t either. Field Notes are unique. And I never knew I needed them until they told me I needed them. And until they shared with me why I needed them. Boy am I glad they shared the story – otherwise, I’d have never known about them.

Marcus Sheridan is known as The Sales Lion. He and some buddies started a swimming pool company, River Pools & Spas. Marcus started blogging about swimming pools. He wasn’t shouting, “Buy a pool from us!” He was simply sharing his insights and expertise on swimming pools. Every day his company encountered people who had questions about having a pool built, owning a pool and maintaining a pool. What to blog about? Marcus had a made-to-order content strategy  – he set about to blog the answers to all those questions. Selling was sharing. Sharing was selling.

On Tuesday, May 10th Seth Godin posted a blurb over at The Domino Project entitled, “The paradox of the paid PDF ebook.” It’s applicable to today’s show because it’s also about the power of sharing.

The world will never know the value of your offer if you refuse to share. The world needs more value. The world needs the benefits you bring. Start sharing. Freely.

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Podcast: Play in new window | Download ()

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Watch this short video clip from the movie, Joe Dirt. Then listen to today’s show.

Business building is part art, part determination (a big part) and part plan (think systems).

I consistently encounter business people who have veered away from the foundational elements of business building. Maybe they never learned them. Or maybe they forgot them. It happens. Been there, done that.

Questions are the vehicle for clearer thinking. First year journalism students learn the best questions to ask. They form the basis for every good news story. Even feature writers know how important these questions are because every good story answers these questions. They also form a solid basis upon which to build – or revamp – your business.

While the order may not matter I think it’s important to start with, “WHY?”

None of these questions is particularly difficult, but any one of them (or more) can stump us. Devote some time and mental energy to the process of answering these questions. The time you spend up front will return rewards to you time, and time, and time again. The process will also help you develop habits of staying on course with simplicity that can propel your business forward while everybody else is spinning their wheels over-thinking stuff that doesn’t matter.

Clarity and simplicity are your allies. Treat them right. Favor them. Your business will benefit.

Other resources mentioned in today’s show:

• Kevin Kelly’s post about 1000 true fans

Thanks for listening,

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