Putting ‘you’ into your business


How do you make your business stand out from the crowd when it’s just you? How do you show people what’s different about your business when your business is, well, you?

The answer is: to put your personality into your business. When you started your own business, you probably did it because you were passionate about what you do. Because you love whatever it is that you’re good at, and you were really good at telling people all about it. But then your business started to grow. You began working with freelancers, or you took on staff. These people are really good at what they do, but they don’t love it in quite the same way that you do. Over time, as your business grows, it becomes less about you. ‘You’ have to spread yourself a bit thinner than you did before. You don’t get to speak to everyone about everything about your business.

And then one day you wake up and realise that you don’t know what makes your business different anymore. Don’t despair, because the answer is simple. It’s you. That’s all.

As my business has grown over the last 10 years, numerous people have told me that it needs to be less about me and more about the business. At some point I started writing ‘we’ on the website instead of ‘I’. I worked hard at creating the image of a larger business with lots of people in it, rather than just me. I started to rely on my staff and freelance team more and more. I became less visible and gave more responsibility to other people.

What I’ve realised is that even though I run a business, with other people working with me, what still makes my business different is me. Sorry team!

If you’re in the same situation, growing your business with support from other people, think about how much ‘you’ there is in your business. How many people meet ‘you’ at networking meetings or hear ‘you’ speak at events? How much ‘you’ is there in your newsletter, twitter and blog? How many of your clients meet ‘you’ on a regular basis and get taken out to lunch by ‘you’?!


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