If you are a sports fan, one of the things you love about the athlete’s passion for doing the sport. In reality the athlete has spent years fine tuning their craft and really enjoyed the sport they are playing. It helps if the athlete is making enough money that it is their full-time job. Watching those players, others want to play the game and if they really enjoy playing, you can see the passion they are playing with. Everyone wants to bottle that passion or tap into it.
One of the ways to tap into passion is what author Adam Davidson’s book titled The Passion Economy, published by Alfred A Knopf, NY, 2020.
If you think about work in the 1900’s, people generally went to work for someone else in the urban areas, in the rural area family farming dominated. The family farm allowed people not to starve, but most farms did not bring in a lot of income. Farm families tend to be large, partly because the parents hope one of the sons carries on farming. The rest either have to buy a farm or head to the urban areas to find employment. As the making of things moved from craft or small-scale production to large scale production, many people were employed in reasonably repetitive work, which paid the bills and allow families to begin and grow. The people on the assembly line did their work but quality became an overwhelming goal at many auto companies that assemble cars on the assembly line, which is one of the reasons why outsourcing was adopted.
When service type jobs or what was known as office jobs became more prevalent in society, incomes were a little higher but it was reasonably repetitive for services that outside the founders, few had real passion for it. People were good at their jobs, but not necessarily passionate.
Technology and trade gave rise to the ability to be passionate about whatever interests you. If you go to the local convention center, you will find many different organizations gathering and money to be made about what people are passionate about. Many years ago, attended a political convention – we were trying to figure out how to elect our party. Beside the convention was a convention where people dressed up as their favorite comic character. Walking through that convention it was easy to see the passion and more money was being exchanged for comics, pictures, costumes, websites, etc. than at the political one.
Mr. Davidson believes the shift to a passionate economy comes with a handful of easy-to-learn rules, a shift of perspective and hard work to marry passion and business.
Scott Stern, professor of business at MIT’s Sloan School of Management offers 3 rules for businesses:
- look inside yourself and make a thoughtful assessment of your abilities, interests, particularities and weaknesses. You will be able to narrow what you like to do and equally important do not like to do. The things you like to do will be what problems do you like to solve?
- pick your customer. We have a wonderful tool called the internet. Your customer can be around the world. To find them can be a harder task, but doing market research to find paying customers is doable.
- pick your competition. Who do you compete against and do not compete against? By picking your competition, you are deciding how your product or service will be viewed by your potential customer and what other products and services they will compare it to. Who are your partners?
Rules of the Passion Economy
Rule #1 Pursue Intimacy at Scale
Identify the set of things that you love to do and that you do well. People often succeed because they have a set of various skills that don’t normally go together.
Match your passion to the people who most want it. It may not be easy, but it is possible. But once you put your passions and abilities together with the right kind of customers, you’ll be amazed by how easy it can be to carve out a profitable niche in this economy.
Once you those customers, the next step is to listen.
Rule #2 Only Create Value that Can’t Be Easily Copied
In the passion economy you can sell and distribute all over the world, but to protect value you should be careful not to produce value at scale. Creating value at large volume is something only huge companies can do profitability. Leave scale for mass market, the passion economy is about quality and the conversation you have with your clients.
Rule #3 The Price you Charge should Match the Value you Provide
Prices should drive costs, not the other way around.
Market prices are based on the idea that whatever it is you are selling is a commodity that is no better and no worse that what everyone else is selling. Your products and services should be unique. The price you charge comes from frequent discussions with your client.
Passion pricing is a service
Part of your expertise is the way your particular passion can add value to your customers’ lives.
Pay attention to BATNA
BATNA means best alternative to a negotiated agreement. If you are fully in the passion economy, you are offering something unique with no exact competitor.
Charge a lot and then earn it A good way to think about the passion economy is what if you doubled your prices or rates. This forces you to start imagining what you need to do to deserve twice as much.
Realize that your pay may come in things other than money the work allows you to enjoy life better.
The price you charge should change constantly The world is in constant change, as time goes on through evaluating price you are forced to examine the products and services you provide, the value they bring to the people who pay you for them, and the potential customers who might value them even more.
The price you charge should feel good to you The world moved to standardized pricing was a central component of standardizing everything in the 21-century economy. In the passion economy, price is emotional. The entire point is to match your internal passions and skills with the specific needs and desires of a customer. The passion price is whatever you and a customer is right.
Pricing low is not a strategy One of the most common errors people make is finding out what the competition is charging and then pricing a bit lower. This is the wrong thing to do in the passion economy. It avoids asking the crucial question – what is the value I am creating that is beyond that of similar businesses or services, and who am I creating it for?
Pricing is your value Pricing should be at the very center of your business, your way of understanding your role in the world. Pricing is your value. Your should get full value.
Linking to dividend paying stocks, the economy is large and people can make money in many different ways, although most investors will invest in large companies, it is important to know how smaller companies make money. They are customers of the larger companies, the large companies know how to do volume and make profits. Large companies are wonderful at identifying trends in the economy and adapting to them and making money. Some of the brands you think are smaller companies are owned by large companies.
There are more questions than answers, till the next time – to raising questions.