Living in a world of instant information is a two-edged sword. On one hand, you can find help on nearly any subject, from learning HTML to setting up an LLC. On the other hand, a little knowledge can be dangerous, convincing people that they know more than they actually do about a ceratin subject. We've all heard someone or other refer to the necessity of "meta tags" for search engines or try to confidently explain that they need more "RAM" so that their computer can hold more photos. Most people tend to think themselves "pretty good at" most subjects and tasks.
This self-sufficiency is common among freelancers and entrepreneurs, driving them to do too many things themselves. Granted, an entrepreneur often has no choice but to do many things himself, and as helpful as this may be at times starting out, it is more likely that the "do-everything" attitude will hurt the growth of your business. Many freelancers, entrepreneurs, and even small firms never reach their full potential because they continue to fill roles in which they are either inexperienced or unskilled, whether it be their service/product offering or important tasks like accounting, marketing, or simple efficiency.
So in this vein of creating a business that functions in the best way possible, I find it helpful to constantly keep a list (both mentally and written out) that reminds me of things "I am terrible at." I call the list a "No Good At" list because I purposely want to be harsh and avoid the trap of convincing myself that I could do certain things that I shouldn't be doing. More often than not, you'll be weeding out the stuff you're "just okay" at so you can focus on the things that you are (or can be) a rockstar at. Although such a list differs for every freelancer or entrepreneur, I have found that the more someone focuses on their primary skill (web building, advertising, writing, etc.), the better off they are. Part of my current list looks something like this:
I Am No Good At:
- Illustration
- Accounting/Finances
- Email Correspondence
- Project Planning
- Business Organization
- Careful Proofreading
- Object Oriented Code
- PHP/Java
- Time Management
- Social Marketing
1. Determine what you must be good at no matter what.
Certain aspects like email and time management will always be a part of your business. Do your best to improve on these and use whatever tactics necessary. You just can't get away without mastering specific business skills.
2. Find an expert and trust them.
Just because I use Digg and StumbleUpon doesn't mean I really know social marketing. Or just because I've had my share of college math classes and have read The Intelligent Investor doesn't mean that I should be taking care of my company finances. Although it seems logical to do many things on your own (it's called bootstrapping, right?), relying on the expertise of others (and paying them when necessary) is usually a better choice. Experts often enjoy answering your questions or at least putting you in contact with those who can help.
3. Drop it altogether.
This is the toughest step to take, especially when it feels like you're leaving money on the table. But if a potential client comes to me with a job that requires high usage of illustration, PHP/Java, or OO design, I will typically let them know that I don't do that type of work. Sure, I could track down contractors to take care of such things. But if I can grow my business focusing on the things I am good at, why fill my time with work that is unrelated to my strengths? Great companies are built by focusing on a few things they do very, very well.
Whatever you do, don't fall into the trap of believing you have to do everything. Learn to rely on others or turn down certain opportunities. A focused business is a good one, and it begins with realizing what you are not good at.
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Elizabeth Baur
