Entrepreneur Evolution

 

Lessons from the Edge:

Lately I have been really thinking about what kind of business person I want to be. My son has made it into high school and is happily building his independence and does not need me around as much. As he grows I have more time and room in my life for my business. To date I have, it turns out, been a freelancer who moved into solopreneur. I have built businesses that are growing without me, so I have also been an entrepreneur.

For my next challenge: build a business that will run with or without me and that I stay and keep growing…

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In case you are confused – here are some definitions:

  • Freelancer: Get hired on a project basis for specific task.
  • Solopreneur: Freelancer with staff.
  • Entrepreneur: If you get hit by a bus your business will still happily chug along without you and/or your personality.

In the words of my favorite guru Seth Godin, “Freelancers get paid for their work. If you’re a freelance copywriter, you get paid when you work. Entrepreneurs use other people’s money to build a business bigger than themselves so that they can get paid when they sleep.”

To put it another way, “If you can create enough momentum in your business that you’ll still make money, regardless of what you do on a day-to-day basis, you are an entrepreneur. And a badass.” Entrepreneur Mag (It’s an interesting article if you are so inclined)

So, yes to build your business and revenue you can publish e-books on your expertise, give your personal accounts of success and failures and generate endless “Top 5” posts.. but in order to build something bigger than yourself and your personality you have to think bigger, more global, push further than just your social media nose.

  • What are you really passionate about? Narrow it down to a laser focus.

For me it’s creating situations and environments that enforce and promote connecting people and building community. That’s why I produce events.

  • What is the bigger issue you are addressing?

This one took some thinking and we decided it has to be a focus on advocacy with an eye towards all human rights organizations.

  • What human problem are you addressing?

When was the last time you went to a networking event and actually found a lasting connection AND had fun? Networking … just the word can send chills.

  • How are you disrupting the status quo?

For us it’s by bringing back the power of high quality hospitality, superior customer service for our clients as well as participants and treating every participant as an individual VIP.

Once you have YOUR answers to these, you will have a road map to your entrepreneurial business and true success.

Map.

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Hospitality

Lessons from the Edge

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Balancing emotional connections and measurable results in your events.

Something that is being lost in the top “whatever” lists, shortcut tips and the motivation to measure every outcome is that we as event professionals are HOSTS. Yes, I said it. We host events above manage, produce or coordinate. Our field of study is in the school of Hospitality after all.

The participants are our guests and it is our primary job to provide them with not only a measurable experience, but as Andrea Driessen (@nomoreboring) says, a meaningful and memorable experience.

The more the event environment is one of inclusiveness and comfort for guests the more they will be able to absorb the purpose and content of the meeting or conference. Your audience has taken time out of their busy lives, away from familiar comforts and family. This is especially true of those meetings that are required of them like sales meetings. Hotels and other venues are often labyrinth like and alien. Coworkers are not usually the preferred “hang-out buddy” and often there are large numbers of strangers. An uneasiness is natural. It has to be our priority to anticipate and have everything in place to help reduce or eliminate this.

Take a page out of the Ritz-Carlton’s Gold Standard as a place to start:

Three Steps Of Service

  1. A warm and sincere greeting.
    1. This is not only a greeter at the door, think bigger than that.
  2. Use the guest’s name. Anticipation and fulfillment of each guest’s needs.
    1. Personalized materials, noted room preferences, meal requirements etc. go a long way.
  3. Fond farewell. Give a warm good-bye and use the guest’s name.
    1. Again, go bigger than just a greeter at the exit.

“They (Ritz Carlton) understand that relationships precede financial results and rely on a robust data set that demonstrates the impact engaged employees and repeat customers have on the bottom line.” – Ryan Estis (@RyanEstis)

For more on the Ritz’s standards – http://www.ritzcarlton.com/en/about/gold-standards

Bottom Line:

Guests who leave a meeting feeling cared for, inspired and valued will return next year gladly and tell their friends. That’s something you can measure!