If you’re a parent you’ll hear these words almost every day.
It’s not fair.
A child’s logic goes that if they don’t get what they want, and someone else has it, then it’s not fair.
His friend Johnny has 200 Pokemon cards. Why can’t he have them?
Her friend Ava has her ears pierced. Why can’t she get them pierced?
Kids equate fairness with sameness.
Developmentally we start out thinking everyone is the same and over time are taught that everyone’s different.
Sameness is a survival instinct rooted deep in our psyche. If we are too different to those around us there is a higher risk of rejection.
This notion of sameness equalling fairness spills over into adulthood and has unexpected consequences.
By it’s very definition if you’re the same as everyone else you don’t stand out.
You are the same.
In business this means fighting with weapons you don’t want to fight with.
More ‘extras’ (which always end up more work for less money)
That’s why waiting for clients to come to you when they’re ready is the kiss of death. When they’re ready they will be comparing you to 5 other people who are the same and the only weapons you have to win the business will be the ones you don’t want to deploy.
Only businesses with a strategy to attract and qualify clients before they think they’re ready stand out and get clients on your terms.
These businesses are playing an unfair game.