No, I’m not referring to that ’80s one-hit classic (bonus points to those who remember the band’s name). In the middle of the ikigai circles is that unique core or center where everything is achieved for life satisfaction (or so the theory goes). After discussing my unique skills and interests, I’m left to write about the final aspects of ikigai. Namely, the value these skills can provide to the world (or a small part thereof) and the opportunity to make a living. I’ll start with the latter one first.
With any business, after identifying a product or service, the subsequent question is whether there is any existing customer demand or whether new customer demand can be generated. I went through the process in 2019. After defining my offerings, I narrowed down my potential clients (or ideal customers). First and foremost (and yes, right or wrong), I focused on geography. Knowing one of my initial objectives in starting this business was to find a better way to spend more time with my family vs what were often the 60+ hour demands in a corporate environment, I knew I wanted to keep focus on my part of the world, namely Southwest Ontario. Toronto is, to some, the epicentre of this part of Canada, so I chose to exclude covering the Toronto market. The corridor from Windsor to Kitchener, Waterloo, and Guelph would encompass the area I was looking at.
What else did I decide to do? Small and medium-sized companies were my target customers. I don’t have the startup experience to provide enough insights for those pre-seed and seed companies, and the larger companies generally have their own people (or teams) who could provide support in much the same way I would.
I’m not a fan of cold calling or blind reach-outs (I’m generally not receptive to them, as they’re often done incorrectly). Instead, I did a lot of soft networking. I leveraged a coach to guide me on the business development side of things. LinkedIn was my primary method of connecting with people. I’d comment on articles and connect with people with whom I had something in common. I also met with many former colleagues or friends to share my current path and plan.
And the key questions I’m sure you’re thinking about. Did it work?
And the honest answer. Yes and No.
An experienced entrepreneur has often told me you’re not an entrepreneur until you have customers and revenue. I qualified as an entrepreneur and made a living according to that measure.
However, whether it was impatience or uncertainty (or both), there was always that gnawing sense of instability in my mind over whether I had created enough long-term sustainability. I had a customer base, but it was not as significant as I would have liked, despite 20 months of activity. Maybe it was partly because I hadn’t clearly identified my skills and passion (see the 1st two parts of this series). I had confidence in myself and my abilities, but some of my more natural introversion likely still held me back on the business development front.
So what did I do? About 2 years into my consulting journey, I hedged my bets. I accepted a role with an organization that required support in the type of work I enjoyed doing. Strategy deployment, Balanced Scorecard and KPIs, and operational execution. While I was still doing some consulting work, I had this safety net beneath me. And guess what? I missed being a full-time consultant, and I wasn’t happy. Even though I’ve had a long career as both an employee and a leader, the independence and flexibility I had grown accustomed to as a consultant proved to be a show-stopper more than I thought they would be. After some discussions, deliberation and the right timing, I ended my contract with the organization. I made a difference in several aspects; we pivoted the direction and structure of the company and brought in some great new people. I believe we parted on good terms, yet I’m sure there was some disappointment at the brevity of my time there. Internal growth and development are ongoing, regardless of experience and age. As much as I learned from the experience, I’m also sure the organization did and hopefully has gone on to bigger and better things.
So, last year, I returned full-time to JEWAL, and I haven’t looked back. Business has been good, although it still requires a lot of effort to balance business development and relationship-building as a consultant with actual engagements. That’s OK; it’s what I know I want to be doing. And the satisfaction from that, to quote Mastercard, is “priceless.”
Do I still need to expand my client base a bit further? Absolutely. I know I’ll get there, though. New discussions are happening weekly. And most of the time, I find myself smiling, as I know this is part of the journey I was meant to be on. It only took me a bit longer than some to discover it.
And the last piece of ikigai, making a difference in my small corner of the world? I would say it’s just that, a small corner and a slight difference. Very few of us are fortunate enough to leave a legacy on a broader scale. From scientists to activists to politicians (I can’t believe I’m saying this) to celebrities and inventors, we can cite those who have changed the world over the last century. I would cite Einstein, Kennedy, MLK Jr, Reagan, Mandela, Gorbachev, Mother Theresa, Elvis, Beatles, Jackie Robinson, Gretzky, Jordan, Ali, Gates, Jobs, and countless others. Rare are those who leave a lasting impact on the world and successive generations. It is a fantastic accomplishment for those who do. They possessed incredible talents and made significant decisions that moved the world forward. I understand who I am and what I do. My legacy will be with my family, and I’m very proud of that fact.
However, do I know I’ve provided the companies I work with support and guidance to improve? Absolutely, and in some cases, those outcomes support our communities, friends, and families. So, even though I am very much behind the scenes (which is still my preference), I know I am positively impacting others, enabling them to make a more significant difference. And for me, that’s a strong enough accomplishment to meet that final circle.
Although I’ve written about ikigai before and have been familiar with the term for a relatively short time (perhaps five years), this blog series has helped me learn more about myself. I hope it prompts you to reflect as well. And even at the most basic level, that is likely what ikigai is all about.
Well, that’s enough self-reflection for now (I’ll keep the rest to myself). Next, I will return to business, operations, and technology topics. Yes, you could say I’m going full circle, as I’m returning to the 1st circle of ikigai, the things that I’m good at.
Darren