When I started my company in 2001, mine was a fee-for-service public relations and strategic communications firm that earned 100% of revenues trading time for dollars. Over the last five years, the Great Recession took a toll. The media landscape changed dramatically. It was time to find new ways to navigate the marketplace and find a better way to play. That is why I took deliberate steps to transition into a do-it-yourself training and tools company that welcomes multiple streams of revenue from training events, speaking, joint venture partnerships, and information products.
The Bye-Bye Boring Bio book I brought to market in September of 2008 is now selling around the world as serving as a foundational element of many of my products and services. The Bio and Branding Wow Now Tele Boot Camp is a group program that is inviting participants from all across America and as far beyond as Australia.
Offering a “front door” product like Bye-Bye Boring Bio, a group training program like Bio and Branding Wow Now, and premium “done for you” services offers my ideal clients a choice of “just right” options to solve their most pressing bio and branding issues so they can prepare their stories, broadcast their brilliance, and prosper now. In doing so, I’ve created a business that I love that offers the promise of repeating, sustainable success. That is cause for celebration.
Among the lessons I’ve learned along the way:
- You have to have “the want to and the will to” succeed.
- Then, bring in the reinforcements to learn the “how to” details.
- Show up and pay attention.
- Do the work or outsource a portion of it so you can stay in your zone of genius.
- Offer a selection of services and products that Goldilocks would love.
- Take one step a time.
- Learn from the mis-steps and celebrate successes.
- Stay the course.
- Rinse and repeat.
Reinvention is not for the faint of heart, and it is well worth the journey.