“The trend is that for more and more jobs, average is over. Thanks to the merger of, and advances in, globalization and the information technology revolution, every boss now has cheaper, easier access to more above-average software, automation, robotics, cheap labor and cheap genius than ever before. So just doing a job in an average way will not return an average lifestyle any longer.”
This quote was from well-known author and op-ed columnist Thomas Friedman. In a recent column in the New York Times titled Average Is Over, Part II, Mr. Freidman was writing about weaknesses in education, and the challenge that exists because politicians and CEOs think differently about what is important.
Even though he was writing about education, what struck me was how much this applies to what we do in our firms every day.
Here’s my slight re-write of this quote for you:
“Average is over. Thanks to competition, globalization and the digital marketing and communication revolution, every client now has cheaper, easier access to an abundance of above-average service providers, with above-average intelligence, than ever before. “
“Just doing your jobs in an average way will not keep clients happy, and unhappy clients will not keep your doors open much longer.”
So what are you to do?
- If you haven’t already, it’s time to step up your game.
- Stop blaming it on a lack of time, skills, knowledge, fear or resources.
- If you want to stay in business, then act like it.
- Look in the mirror, and decide whether you’re above average at what you do.
- Find out if your clients think you are above average. Make sure their and your perceptions of your skills match.
- Identify what it is that will make you above-average in the eyes of your target audiences, and create a plan to get there.
As my friend, Social Media, Emerging tech and Big Data expert, Deb Dobson, asked last night:
“I’m wondering what would happen if everyone in business tried to medal in business Olympics like the athletes do in the sport Olympics?”
If we used Deb’s perspective, it might take a little extra work and focus, which is okay if it means we serve clients better, right?
After all, as Thomas Friedman also pointed out in his column:
“There is no good job today that does not require more and better education to get it, hold it or advance in it.”
Thank you, Mr. Friedman, for inspiring this post. Although unintended, your lessons are appropriate for many industries and professions.
Thank you, Deb Dobson, for adding a succinct, much-needed perspective to this post.