Peter has a wide range of interests, but he always misses success. He majored in economics in college and worked in a publishing house after graduation. A few years later, he got a master's degree in business administration. After giving up the idea of starting his own business, Peter decided to do consulting services for large enterprises.
Peter doesn't want to make his consulting service too professional in order to make himself and his clients unconstrained. At the age of 32, he boasted that he knew everything and could give any advice. This may not be completely wrong, but it is a bit exaggerated to say that he is proficient in all business. However, between the ages of 30 and 40, it was obvious that Peter was trying desperately.
He works hard and never refuses customers in order to serve them better. He is smart and capable, works hard and always gives pertinent advice. What's more valuable is that he took the initiative to dig up problems and let customers come prepared.
But all the people who consult Peter are one-time customers, not long-term customers. What is the reason? Someone visited several of Peter's old customers, alluding to Peter. To their surprise, they all expressed their admiration for Peter. Everyone says that he is one of the best consultants in the neighborhood. He was very good and gave them a lot of good advice. In short, everyone has this view, so why don't they consult Peter again?
Peter himself is aware of this problem. As the old customers no longer consult him, he has to constantly explore new customers. But he didn't find the reason, thinking that it was because customers were good at changing, but they didn't know their intentions, so they were doing experiments. In other words, he got an opportunity this time and should give it to others next time. However, this is not the reason why Peter lost customers. This explanation is really naive. In fact, a generalist like him is not feasible. What people need is someone who can provide specialized and detailed consultation.
If a customer asks Peter what part of his business he knows best, his answer is "I know everything, including finance, products, marketing and inventory". Through such self-promotion, Peter found many new customers. Once, he quickly found a new customer who made sports equipment. They signed a contract for half a year. After six months, the customer was not dissatisfied with his service, and he praised Peter for doing everything he could. However, he did not continue to sign the contract. It's not that customers are fickle at all In fact, the customer later asked the inventory expert for relevant information. He has no antipathy to Peter. He just needs to get the consulting materials that Peter is good at. As a result, self-righteous Peter can't meet his needs at all.
According to the research of scientists in recent 10 years and the survey of at least 350 MBA students, other unsuccessful MBA students will also have Peter's views and behaviors in the process of starting a business. They are neck and neck with Peter, boasting and claiming to be omniscient and omnipotent. However, there is a crisis behind this phenomenon. The biggest crisis is that they didn't study their work scope deeply and didn't further improve their professional skills. If we group MBA students according to their work scope and compare them every few years, we can find an interesting phenomenon, that is, the professional services of MBA students who serve large companies after graduation are often limited to a small scope, so their business knowledge is exquisite and skilled. On the contrary, self-employed MBA students like to cover everything. They can't give full play to their expertise in a certain field because no one asks them to do so, but they think this is one of their characteristics. In fact, the survey shows that this is the most important factor in their failure. In addition to management, the experience of entrepreneurs in other occupations is also the same.
Therefore, if a person wants to form his own advantages, he must do one line and specialize in one line. When you become an expert in your field, you will have your own advantages.