Imagine that you have a business, and the business is all about catching fish.
The traditional business model tells you that the way to succeed is to get a net and go fishing. You soon learn that the bigger the net, the more fish you can catch. Then you realise that your competitors are building bigger nets than you so it becomes an endless race to build more and bigger nets. Meanwhile the stock of fish is diminishing, as more and more are caught, meaning more effort for less and less return.
Following up a rumour you overheard, you travel to an island in the Pacific where the fishermen are incredibly successful, using far less time and effort than you do and what’s more, they’re having fun doing it! You remember fun? That’s what you had when you first started out, before it all became so difficult.
Of course you are curious about it: how come they are doing so well and are using much fewer resources than you? Walking along the beach, where fishing boats are lined up in neat rows, you wonder how everyone can be so prosperous and relaxed and not out at sea, fishing! You approach a contented looking middle aged woman and tell her how surprised you are; that you focus so much time on fishing, on chasing the ever smaller shoals. She listens patiently (have you ever noticed how in these allegories everyone always speaks the same language 
?) and when you finish telling her your story, she tells you the secret…. Can you work out what it is?
They don’t spend time chasing fish – they have a huge coral reef locally which they look after, and the kelp beds nearby, and the fish come to them!
And that’s why social media is playing a huge part in helping to support a new business ‘paradigm’ (I’m a consultant, amongst other things, so I have to use ‘consultant’ words every now and then to show consultant ‘cool’ !) It can help you to look after a reef and kelp gardens etc to bring your ‘fish’ to you rather than having to go fishing.
More fish tales tomorrow!
Similar Posts:
- The life of the infopreneur – Business Mistake – 1. Build it and they will come
- Four Top Tips for Entrepreneurs Seeking a VA
- Learn the Eight Characteristics of an Entrepreneur
- Want To Dramatically Increase Your Sales? Then Communicate!
- To Grow your Business Don’t Cut Costs – Increase Turnover
