Industry Magazine Source Security Spring 2016 | Page 21

THERE’S NO RELATIONSHIP
BETWEEN BEING GOOD AND
GETTING PAID!
IT DOESN’T MATTER HOW GOOD
YOUR PRODUCT, SERVICE OR
EXPERTISE IS UNTIL SOMEBODY
HAS BOUGHT IT.

I’M thinking of one of my friends in particular.
Every time I talk to him it boggles my mind: He’s
a world class expert, he’s connected to celebrities,
he put enormous effort into writing one of the most
comprehensive books in the world on his topic matter...
and yet, this guy can’t make money or market to save his
life. He keeps himself broke. The worst part about this
is I can’t even help him because despite my best efforts
to give him marketing books to read, ideas to implement
and even trying to send him business (really!), he just can’t
bring himself to love or appreciate marketing or money.
I feel for him because he’s a really good guy and he is, in
my opinion, one of the most knowledgeable people in the
world when it comes to his topic but he can’t get out of his
own way and market. He sees himself as an “expert”.
There’s nothing “wrong” with being an expert, but it’s
super sad to watch experts flounder. When you have
expertise, you can make such a difference in the world
and have a huge impact... but unless you are going to rely
on luck, you have to appreciate, respect and love the
vehicle that makes ]Y