Do not be certain

My biggest failure last year was offering the training that nobody wanted. I was sure people needed what I prepared. I had put an offer on my webpage and waited. But nobody enrolled.

When we are doing any business, the most fundamental thing is to know what are people’s needs. If nobody needs your service or product, you do not have any business but a hobby.

Is it hard to find out what are the needs? Not very. Just ask. You can use a questionnaire, you can arrange an interview. It’s doable. But asking questions and listening answers is not the hardest part. The hardest part is not to be certain.

Why should I ask if I know I know? I know what is best for them, and what they need!

Such an attitude is the recipe for failure. You never know how people view the world from their perspective. You know only one–your perspective. Certainty is insidious stuff. You want it, you looking for it, you expecting that with it you will be safe, but when you have it, you are in a danger. You getting blind.

If you want to know, you have to ask. If you want to ask and understand, be creatively uncertain. Learn yourself to live with a dose of uncertainty. It is no good to know for sure.