Why being "the best" might hurt your sales

There's a paragraph in Good Inside (a really good parenting book) that I really liked:

Any of us would have trouble learning any trying new things if we were surrounded only by experts all the time. Imagine trying to learn to cook with a famous chef watching over your shoulder or learning to play tennis with Roger Federer by your side. 

Great parenting insight, but it's an even better business lesson.

The intimidation gap

In Good Inside, Dr. Becky explains that when we only see "experts," the gap between our struggle and their capability is so wide that it becomes shameful. We feel like we'll never get there.

But when you learn from someone who is just 2-3 steps ahead – someone who still "burns the garlic" or "double-faults" occasionally, you get a sense of relief. You realize that mistakes are just part of the process.

Applying this to business

This is exactly how I built Underdog Con. I didn't invite speakers who were 100 steps ahead. I wanted people who were 3 steps ahead – to create a lot of relatability with the audience.

If you’re worried that "Competitor A" has already won the market because they are the biggest and the best, remember this: There is a huge group of underserved customers who are currently too intimidated to work with them.

They don't want the "Roger Federer" of your industry. They want:

• Someone who understands their current struggle
• Someone who can meet them eye to eye
• Someone accessible
• Someone who models the "messy middle of growth

Here's the takeaway

You don't need to be the global leader to start serving people. In fact, your vulnerability of being smaller and more relatable can be your greatest competitive advantage.

Most customers aren't looking for perfection. They're looking for a bridge.

If you're ready to stop waiting until you feel like a famous chef and start serving your own group of customers, I've built something for you.

Tomorrow, we're kicking off Implementation Week at Sunway Square.

This isn't about theory or watching people who are 100 steps ahead of you. It's about building a lead funnel; you need to get your business in front of the people who are actually waiting for you.

Hands-on, messy, and productive – exactly how it would be.

We still have spots left if you want to come and build with me.

Join Implementation Week here