Disruptive Innovation

“I figured it out!” This is what I heard on the other line as I picked up a call from my good friend Sam on Sunday morning while I was having breakfast. Curious about where this conversation was going, I asked him to elaborate. He said the reason people increase their earning potential is because they have something more to offer to their customers than just the basic service they provide to the public. This stirred up a conversation about exposure, ambition, and dependability.

Exposure

Sam was on his way home from an orthodontist visit in San Diego when he called to chat about what Malcolm Gladwell would refer to as “The Tipping Point.” Sam’s fraternity brother is a dentist who was becoming certified to install implants for his patients and Sam was the patient. The certification that Sam’s fraternity brother, Edward, solidified, will allow Edward to increase his income with his current roster of patients because he will no longer have to refer them out to a specialist to get implant work.

We determined that getting exposure to the full scope of your industry, learning how to pair processes, and equipping oneself with the necessary education/ certification to provide a complete service for their clientele is what sets one apart from the competition. For example, if someone were a plumber who needs to bust through a wall to access pipes, it would behoove that person to get a drywall or tile installation certification. Why? Well, if your client is going to have to call a company to get their wall closed up anyway, they may as well spend their money with you and not have to seek out another company for the service (to be made whole). You can be the guy that appears to do half the work (and leaves walls open), or you can be the hero and save the day with skills to thrill your customers and earn repeat business because you set the standard with your knowledge, professionalism, and foresight.

Ambition

When I went to get my notary certification, I knew that the certification was only the first step in the process. A notary in California typically makes $15 per signature (with one or two signatures per signing). This was not what I was looking for after investing $600 to take the notary course; it would take a very long time to recoup my investment. However, a Notary Signing Agent makes about $150 per signing session (30-45 minutes). I knew that as a signing agent, if I could secure four signings ($600) per day (excluding weekends), I could make $12K a month working less than four hours a day. Nice reward for taking time to be ambitious about discovering the type of opportunities available to notaries by doing a quick Google search with the search parameters “I’m a Notary now what.”

Dependability

Once you understand that the niche you choose in your line of work can take you further than your competition, you have to be consistent. A wise man once told me “the same things you do to get the girl are the same things you have to do keep the girl.” This resonates in business because it makes me realize how connected everything really is. In addition, it taught me about the importance of consistency. Imagine going to your favorite restaurant and your order is made differently occasionally because the chef (who really takes pride in their work), rotates to another restaurant. It’s quite disappointing. This is how people feel about a brand that provides inconsistent service. Make sure people can depend on the quality of service you provide. If not, they will find another restaurant with a more consistent chef.