Bubbles & Business

bubblePhoto: Serge Melki / Flickr

A lesson I’ve learned over and over again, both in business and in life, is that most people really don’t care about the particulars of what I do every day.

It’s really easy to forget this. When you hang out mostly with your peers, it’s so easy, not to mention satisfying, to get lost in talking shop. But when you’re active in any community (be it the design community, the online entrepreneur community, or whatever group(s) you feel that you’re a part of), it’s really important to keep in mind that you’re in a bubble and that most of the world doesn’t think like you and doesn’t care about the details that you find really fascinating.

Now, don’t get me wrong; it’s really fun being in a bubble of peers! It’s nice and comfy in that place where most people will agree with your opinions and share your grievances. There’s a lot to be learned from people similar to you, and surrounding yourself with peers can really deepen your knowledge on a given topic. I know that I often learn a ton when I hang out with other designers, developers, and business owners.

But for a lot of us, a large part of our audience exists far outside our bubbles. For business owners especially, people come to us because we have an expertise that they don’t. If people cared about the details that we did, they most likely wouldn’t need our services.

Reminding myself that I’m sometimes living too far inside certain bubbles helps me to remember to communicate the value of what I do to other people who don’t necessarily speak my language. I’ve learned the consequences of not doing this first hand, since I’ve been in conversations where I see people’s eyes glazing over as I talk about my work. So tragic, right? But, really, I have to take some, if not full, responsibility when this happens.

The world belongs to those who know how to frame the importance of their offerings to people outside of their bubbles, and not necessarily to those who are the best at their craft. No, the world’s unfortunately not a pure meritocracy, but when you get communication and skill together… then the magic really happens.