Читать книгу Small Business Revolution - Barry C. McCarthy - Страница 23

I come from a very long line of proud teachers. That's been the occupation of my mom, sister, mother-in-law, brother-in-law, several aunts, cousins, a niece and nephew, and an uncle too. I've met some of their students and I can confidently say that these and other teachers genuinely change lives for the better. Who's more noble than a math teacher who also is the basketball coach, and who takes a deep interest in teaching kids not just about school subjects or sports, but about life? The same is true for the drama teacher bringing students together to produce a show, or the music teacher producing a concert. In some cases, a teacher might be the only really positive role model in a kid's life. Teachers change lives.

Here's where seeing the world as it really is comes in: if you decide to be that teacher, then the job comes with certain realities—you may have quite a few weeks off in the summer, but you won't get rich. You can have this amazing impact on young people's lives, but don't get mad that you can't afford Paris every summer and can't have a Ferrari in the driveway, because that's not the reality of being a teacher. Teachers should be paid far more than they are, but unfortunately they aren't. If you choose that line of work, then make peace with its realities.

It's the same in business. Every business started as a small business. I started my career at Procter & Gamble. P&G was started by two guys who needed to make a living and decided to make soap and candles. P&G was founded 184 years ago and is now a global giant with more than $70 billion in revenue in 2020. Deluxe started similarly with a guy needing to provide for his family, and he invented the checkbook 106 years ago.

Not every business will turn into a P&G or Deluxe. In fact, the vast majority will stay small businesses, and sadly most will fail within five years.

You can make a fortune in business, of course, but so much depends on what you sell, where you sell it, and to whom. Not all business ideas, locations, and opportunities are the same. And that is more than okay. But as a business owner, it is essential you understand the realistic potential of your business and make peace with the opportunity at hand.

If you have a local product like a restaurant, then your maximum potential customer base is defined by driving distance from your restaurant. Similarly, if you sell a low-cost product, you may have a few buyers but you may need hundreds of buyers just to break even.

Our choices determine the trade-offs we must live with. Therefore, see your business potential as it really is, and not how you wish it to be; then decide if that's acceptable to you. Then make peace with your decision and get to work.

Here's the good news: you can think accurately and realistically about any business, and still find ways to grow most substantially. That's what this book is largely about. You just need to do it with your eyes open, and with as little wishful thinking as possible.