I’m a cobbler and my children have no shoes

My background is in design research and design/brand strategy. I believe in the importance and power of these disciplines. Yet, for my own business, I rarely do either. What the heck?!!?

Since acknowledging that the adage about the cobbler’s children without any shoes applies to me, I googled the expression to find out how I turned out like this.

A couple of theories of why this happens:

  1. Externally Motivated. Is my drive to please others stronger than my drive to just do high quality work? It’s a possible explanation as to why I conducted proper research for my clients and just do minimal internet research for myself. With the former, I would have an audience gathered around a big conference room table to listen to my every word and congratulate me on what a good job I did. With the latter, I have to wait months to see if my conclusions from the research were correct and, even if they are, there is still no one to pat me on the back. I never knew that praise was important to me, but it is.
  2. Limited Resources. Whether money, time or talent, you’ve only got so much of each. Whenever someone would suggest that I do research, I would say, “But I don’t have time!” even though I knew that research doesn’t have to take a lot of time or money. So, while this may be true for others, for me it was just an excuse.
  3. Lack of Confidence. I never received proper training or education for design research and strategy. I developed my methods myself based largely on intuition and what seemed to work in the field. Interestingly, I felt like that sufficed when working with clients but fills me with doubt when working on my own business. The stakes certainly seem higher now, so maybe just going with my gut doesn’t give me enough confidence?

Obviously, these are all rather lame excuses for not doing something that is incredibly important. Doing my first bit of consumer research this past week, albeit a very small bit, was a good confidence re-builder. It forced me to acknowledge that there are things about my consumer that I do not know and that I can use my old research methods to start to figure them out. I’m looking forward to doing more in the future.

Any other examples from other entrepreneurs out there that found themselves neglecting their specialty in running their own business?

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