Mar 2018
21m 12s
Traditional business advice includes ideas such as, “Find an unmet need in the market and create an offering around it.” But this is a terrible suggestion for introverts.
Introverts are more likely to focus on authenticity as a core business value. This means that trying to bend ourselves to the market instead of focusing on our true passions ends up making us feel incongruent, fake, and miserable. In this episode of The Introvert’s Edge, Brian Smith, the founder of UGG Boots, shares why he sees no other option than total authenticity, despite the business “risk” it may seem to entail.
You’ve heard these sales maxims many times: You’ve got to have the gift of the gab. You want to be able to sell ice to Eskimos. Just be confident and they’ll buy. The problem is, this just doesn’t work for most introverts. At least at the start, we’re much better off focusing on a niche we know well and that we’re passionate about. Brian explains how this approach grew UGG to a billion-dollar company.
“It’s always going to come back to being authentic.” - @briansmithugg - Founder of billion-dollar brand UGG Boots
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Many business owners, especially introverts, believe they have to put their real passions to the side and focus their business choices on what’s “safe.” While this may seem like the practical decision, it’s actually a huge error. When you feel inauthentic, it’s hard to enjoy your business, let alone make it a success. But when you’re true to yourself, you have the passion and energy to lead your business to success, or what Brian calls in his book, The Birth of a Brand, “The Five Stages of Growth.”
Brian shares his first-hand experience of rejection after rejection, running out of money, losing a partner – most would have quit. But he stayed on task, recommitted to staying authentic and doing what he was passionate about…and turned his company into a billion-dollar worldwide success.
“I became comfortable with exactly who I am, and that made all the rest of it flow very easily.” - @briansmithugg - Founder of billion-dollar brand UGG Boots
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