Wednesday, February 06, 2019

They don’t want you until you don’t need them

Here’s a business riddle. 

What do record labels, tour managers, booking agents, art galleries, night clubs, museum curators, art critics, entertainment lawyers, talent agencies, corporate buyers, event coordinators, casting directors, album producers, angel investors, corporate sponsors and hiring managers have in common? 

They’re gatekeepers. They control access to the marketplace. They decide whether a given product will be distributed by a mass medium. 

The great paradox of how they operate is:

They don’t want you until you don’t need them. 

Only when you already have everything in place to attract their interest do they come knocking. 

An entrepreneur friend of mine has his own theory about this. After twenty years in business, he says that he no longer makes sales calls. Instead, he creates enough good in the marketplace to where people call him. 

It’s the law of value attraction. That way, when the calls finally do come in, it’s a surprise. He actually has to reach back to answer them, because he’s too busy creating value in the world to pathetically sit around waiting for that one moment that changes everything. 

Don’t wait, create. Don’t kneel to the tyranny of the gatekeeper, go build your own kingdom. Act as if they’re never coming. 

And then one day, when you no longer need them, they will come. And you’ll have the power. 

What key decision maker might be resenting your neediness?

* * * *
Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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