One of the big reasons entrepreneurs aren't more successful is that we make things alot harder than they need to be.
Now, notice I didn't say being an entrepreneur was easy. The problem is, many of us make it unnecessarily hard.
I see this all the time in my video and article courses. Even after drilling into people the importance of learning to create a template for your content – so you can create alot of it – people go off and exhaust themselves creating one-off extravaganzas that don't draw the attention they thought they would.
At which point, they get discouraged and quit.
The problem is, they are suffering from Re-invent the Wheel Syndrome. Which means, instead of doing things that will bring them steady results, they go for the Big Kahuna. The Home Run. The Academy Award. And more often than not, end up striking out.
Instead what they really want to be afflicted with is Tony Bennett Syndrome.
What the heck is that?
To understand Tony Bennett Syndrome, you have to understand Tony Bennett.
The interesting thing is, I don't know squat about Tony Bennett. Other than what he looks like. That he is a famous singer. And what he is most famous for is a song called "I Left My Heart In San Francisco". Its a signature song. And even though I couldn't tell you one other song he sings, I can actually sing this one. I know the melody. And when someone says "Tony Bennett …" I think "I Left My Heart in San Francisco".
In fact, sometimes, when people say "San Francisco" I think "Tony Bennett". That's powerful.
The thing is, Tony didn't create this phenomenon by trying to. He didn't say "I want people to remember me forever, so I am going to knock it out of the park by singing this song called 'I Left My Heart in San Francisco". He created it by singing one song. And then the next. And then the next. And the next.
And this one stuck.
He didn't do it by trying to create an extravaganza. Or reinvent the wheel. He did it by finding a song that fit his style. And then another. And then another.
Because Tony is smart enough to only look for songs that match his style. (If you are waiting for the Tony Bennett Gregorian Chant album, don't hold your breath). It makes things simpler. And it increases the chances that those who already like him will continue to buy his stuff. In short, it makes success easier.
The other thing that is crucial is, when Tony performs live, guess what song he sings? You got it.
He doesn't say, "Naw, I did that one already!" Or "Jezz, aren't you guys tired of that one?' Or "This is the very last time I am doing this live!" (like alot of us marketers do.) He sucks it up, and sings it again.
Because that is the one we are waiting for. That is the one that will keep us coming back for more.
And that is all Tony really needs to live a very, very nice life.
The problem with alot of us is, that isn't good enough for us. We want to conquer the world. The trouble with that is, the world usually wins.
So if you are struggling with your business, take a tip from Tony Bennett. Stop trying to get on Oprah. Stop trying for the extravaganzas. Stop trying to conquer brand new territory with every single thing you create. Find your style. Find your sweet spot. And then go for quantity.
Stop chasing after the hits. And let the hits come to you.
And when they do, and your market asks "Play it again, Sam!" shut up and play it again.
(A few major marketers recently learned the power of this lesson).
This doesn't mean you can't get creative. (After all, Tony Bennett in addition to being a singer, is a painter). But he knows his paintings don't pay the rent.
Know that constant innovation has a price. Its exhausting. Its expensive. Its risky. (The only reason Steve Jobs can afford to do it, is we are all addicted to buying his expensive gadgets). And even Apple came very close to going out of business back in the 90's when all their creativity was laying an egg in the marketplace.
Find your style. Find your stride. Find what people will love you for. And then, for heaven sakes, stop reinventing the wheel. And instead just create things, one after the other, that will give them even more reasons to love you.