During my sophomore year in college, I took Intro to Political Philosophy. The professor said something that has stuck with me ever since. He said that Ignorance is Bliss. As a young academic wannabe, I valued knowledge above all else and had a really hard time processing his rationalization of this. In the end, I am in total agreement with my professor, education/ learning changes everything, and once changed it can never go back. Many times, knowing means that things have to change, and change can be uncomfortable.
This past week, in a conversation with a close friend, she made the comment that things were so different, she felt like she had pulled her head out of the sand and now, of course, didn’t want to put it back in. Most of us wouldn’t even though the resultant discomfort could make you at times wish you hadn’t pulled it out.
One example of this from my history was when I learned about referral marketing. After getting out of the Army, with some partners, I started a small consulting firm. We advertised the first year, much to the detriment to our wallets. After that, we realized that our best source of new clients was from referrals, and we focused on a process to build our stream of referrals. Advertising was still in our mix, but it was more in a support role.
Fast forward a couple of years, and I found myself in a position to learn a whole lot more. Wow, is all I can say. My entire view on Referral Marketing was changed. I learned that there were systems that could be followed, that it wasn’t just talking to your customers and clients and doing a great job. There was no going back. The good news is that the system keeps getting refined and the information gets easier and easier to find. It really is just up to you to implement the system, I am not saying that it will be easy, it is going to take more work than designing and buying some adds, there will be some real effort involved.
I would bet you won’t want to put the genie back in the bottle.
You have already taken the first step, reading Referral Fire, a great next step would be to pick up the book Networking Like a Pro, it outlines the whole system, and Referral Fire co-author David Alexander is a co-author of the book as well.