Job Searching is a Business to Business Sale, NOT a Consumer Sale; Part One

One of the biggest mistakes that job seekers make is to assume that looking for a job is no different than how they shop for items that they want. That sounds reasonable. It is what most of us know. It is all that most of us ever see! However, for job seekers, it is tragically wrong.

Now, I can just tell you it is wrong or I can explain why it is wrong and set the stage for what you should consider doing.

Let’s start by comparing consumer spending to business spending.

Consumer spending is mass marketing. The idea is that if you spread the message to enough people, buyers will show up and buy your product or service. Think about TV or magazine advertisements. They play to broad audiences – whoever is watching the program or reading the magazine. Such a market could be hundred of millions of potential viewers. Further, the product may get lost among hundreds of alternative products for hundreds of millions of people to consider.

That is why billions of dollars are spent on advertising and branding to become the most predominate product in the public’s eyes, hopefully resulting in large numbers of people buying their product.

There is some market segmentation, but it is usually to broad categories like 15-20 year olds. That only contains tens of millions of possible product buyers.

The pricing of these products is usually relatively low. The products are usually commodities, like shampoo, where large numbers of competitive alternatives keep pricing competitively low. Ongoing profit depends upon large numbers of people buying their product over and over again. That is, the buying public “consume” the product and have to buy more at some time in the future. That is why the buying public are often called “consumers.”

The key term here is “commodities.” Unless you demonstrate unique value, you are viewed as one of many to choose from, i.e. a commodity. It is hard to stand out from the crowd if you are viewed as just another one in the crowd.

On the other hand, Business spending is usually divided into two categories. The first is what is commonly purchased on a routine basis. These are called consumable items or commodities. The second spending type is specified product (i.e., for raw materials or parts used in manufacturing, consulting services, computer solutions, and a host of uniquely needed and higher valued products and services). This is true regardless of the “business” you are in, including public and private sectors.

The business buying process, whether through HR or procurement, usually begins with a job description or a specification for a specific need that is already approved by management. The range of buying includes low value and low priced (low cost labor) to high value and high priced (higher skilled and valued labor).

Here is your question: Are you a low value consumer product (commodity) that people will buy (hire), use up, and buy more elsewhere? Or, are you a unique person who can bring value to a company?

Are You a Legend or a Legacy?

There are several kinds of legends. You can be a legend want-a-be, a legend in your own mind, a legend with mythical notoriety, or a true legend whom others look up to with awe and respect. For some true legends, they just seem to fall into the situation, not unlike some medal of honor winners who were “just doing their duty.” For most true legends, and medal of honor winners, there is a cost to pay. The price can range from their health, their family, friends, and endless hours of hard work.

It is hard to be a legend. Few make the grade. I doubt that I will be considered a legend. To me, the cost would have been too high. For others, I simply take my hat off to them.

However, there is something that all of us can do even if we are never recognized by others, appear on the national news, or receive global honors. We can choose to leave a legacy.

What is a legacy? Wikipedia defines a legacy as “what someone or something is remembered for or what they have left behind that is remembered, revered or has impacted current events and the present day.”

While a legacy could include a significant monetary or property inheritance, I am most interested in whether our personal lives are impacting others around us in such a way that they are “touched by us”, motivated by us, encouraged by us, and helped by us in such a way that they remember it for the rest of their lives – and sometimes even tell their children about it. That could even include one simple but profound positive lesson that a parent leaves with their child.

While you are looking for a job or are developing your career, are you also leaving a positive legacy for your family, friends, and even strangers that you meet?

Are you focused on becoming a legend or on leaving a legacy?

Do You Feel Entitled or Entrepreneurial?

Most of us live in an entitlement world. We are entitled to our rights. As American or European citizens, we are entitled to government handouts, pensions, healthcare, vacation time, holidays, legal protection, police and fire protection, military protection, consumer protection, regulatory protection, a job, a promotion, training, education, etc. What entitlements do you feel that you are owed?

Entitlements have two dangers attached. The first danger of entitlement is that they make you risk adverse, lazy, and wanting more free goodies. If you are entitled, you don’t have to do anything for it. Others just give it to you. You don’t care who pays for it. You are owed “your share.”  You merely have to wait for your seniority to improve for better benefits.

Second, what happens if those entitlements disappear? What happens if your city, state, or country government runs out of money to fund those entitlements? What happens if the economy and job picture deteriorate so much that you become unemployed, your unemployment payment runs out, or your pension fund runs out of money?

My suggestion is that, even if we are taking advantage of current entitlements, we need to develop a different attitude. After all, if you have been keeping up with the news worldwide, there is a massive geo-political, demographic and economic shift threatening the continuing existence of all entitlements.

What is that different attitude? You might call it a spirit of entrepreneurialism. That means developing the attitude that you will take full control and responsibility for your own life. If you begin developing the ability to not depend upon others and quit expecting others to give you a handout, then you will begin learning how to become successful on your own, how to become independent, how to think for yourself, and how you can help others help themselves.

For example, when looking for a job your perspective might change from “you owe me a job” to “what can I do for you that makes you want to offer me a job?”  When trying to keep a job, you might begin taking actions to become invaluable in your current job, help others around you become successful, and to get known in other departments as someone of value. When planning your personal life, you might begin taking seriously the need to learn from others and to begin transforming yourself into someone who can take care of themselves, help others and not worry if your entitlements will disappear.

In an uncertain world, can you afford to feel entitled or is it time to become a entrepreneur and jobpreneur?

Do You Want to Play or Perform?

Have you ever noticed that many of our personal time and discussions are on our playtime? We like to party. We love our sporting events (my wife and I like tennis). We are thrilled to talk about our wonderful vacation experiences. Video games, computer games, movie entertainment, HD TV, time saving devices, and innumerable toys are often what is talked about yet can produce attention deficit disorder, impatience, and an unwillingness to actually do the work it takes to actually “do” something of value.

So, why should I be interested in actually “doing something” that produces more than just entertainment value?

Does this sound similar to last week’s blog? The difference is that play is much different than excusing ourselves for being a victim of our past. The past is past. Play is a current decision of our circumstances that we control.

Ok, I have been accused of “all work and no play” but why not make work what you are passionate about? Why not make work just as enjoyable as play? Why not plan work time to also include some play such as networking on the golf course, at a ball game, or at dinner. That can include your work network or your personal network, such as your family. In other words, structured play is a part of life and work and has value. Unstructured, mind numbing entertainment can be destructive and an incredible waste of time and money.

The difference is the result. Properly focused work helps others and yourself. Limited and focused play, such as a weekend in the mountains or coaching your daughter’s sports team or a planned vacation trip, can include play but should be considered rest and relaxation (R&R) to decompress and recharge one’s batteries. Then back to work passion we go!

You may not agree but the point I am trying to make is that whether looking for a job or developing your career, there is little time to waste unless there is a purpose and not merely mind numbing replacement of work effort with wasted activity – whether you are doing it at work or at home.

I am not suggesting the elimination of playtime. We all need down time every day. It is just that often the amount of playtime may be why you are still looking for a job or falling behind the promotion career curve.

My only point is that all of us need to ask ourselves, “Do we want to play or perform?”