Maybe it is a little overused by now, but I just can’t seem to get this particular quote from Steve Jobs out of my mind.

“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

While I’ve read that many, many times over the years since his commencement address at Stanford, this time – this year – this particular advice became very real for me. I don’t know what changed or what happened. It wasn’t like there was a big rude awakening one day – few things in life work out like that. I think it was more of a gradual realization which became crystal clear.

The great revelation?

Not As Fulfilling As I Thought

I don’t enjoy teaching as much as I initially thought. Well, actually I take that back. What I don’t enjoy is creating info products. In February of this year, I held a 2 day weekend intensive CSS training webinar. It was a blast! Loved the interaction, loved the feedback, loved helping and teaching. It was euphoric.

Then it all came crashing down when I had to go back to my corner later to package up the product, create additional resources to accompany the product, create graphics, promotional emails, affiliate emails, affiliate graphics and a ton of other things that accompany the creation and marketing of an info product. Yes, I can outsource those and in many ways I do. It’s still not something I enjoy.

Learning vs Push Button – Which Wins?

Around the same time, I also became conscious of something else. People don’t want to learn how to as much as they want a tool. For example – given a choice between learning how to create a custom tab for Facebook Pages, or a simple point and click tool – most would choose the tool.

This is not a blanket statement though. Some things people really have no way around but to learn it. However, I think the hierarchy of preference would look something like this.

1. Purchase a super easy tool that gets it done quickly and easily, can be used by outsourced team and spend less on outsourcing bill since they need to spend less time working using the tool – Ideal
2. Outsource everything – Good and can be ideal especially if budget permits
3. DIY – learn and do it yourself. Blech – Last resort

First Loves

As if all that isn’t enough, I started TechBasedPlugins and had my eyes opened yet again. I really love making stuff. Making software, making apps, getting down and dirty in code. Creating things not just for myself but for clients – serving. Looking back, this is what I’ve always loved doing.

Dreaded Bitter Pill

So why in the world did I start all these info products? Let me tell you, it is a bitter, bitter pill.

Because I was ensnared by all the stories of info product riches. I was starry eyed at how I could sell and deliver products in my sleep. Later, I was told I do not want to be a service provider forever and fell for that completely. I still don’t but realize now there are other and better ways for me to deliver services based on my skills, experience and knowledge. Maybe not right for all but right for me.

Trapped

My teachers and mentors were not wrong though. I had some really good runs with certain info products in the past. Some took me by surprise and it has been quite an enjoyable, comfy ride for the most part. At the end of the day though… I was unhappy. Trapped by dogma. Building a business based on the results of other people’s belief of what kind of business I should be building.

Instead of finding joy, I felt pressured, stressed. Frustrated because whatever I had to do to maintain our business took me away from what I want to do and creating the products that I really want to create. This is not about outsourcing. You can outsource everything and still be unhappy with the type of business you created.

Who Cares?

Why am I writing all this?

Because I need to get it out of my system 🙂

Because I just wrote an email to our TechBasedTraining Pro members we are shutting down our Pro membership for now – although we will continue to put out training on a schedule that I am happy with not based on the calendar.

And also because I care… about you… our readers, our friends. You know, all this didn’t start in 2011. My journey started in 2000 so it is a lesson 11 years in the making. I’m sharing because I don’t want you to waste 11 years of your life and money. I’m sharing because I feel I have a huge point to make.

• Don’t stop being a service provider if you really love doing it – there may be good and bad days but if the core of your being is serving people don’t let others convince you to give it up.
• Don’t start info products or membership sites because people tell you it is lucrative but you aren’t wild about the process.
• Don’t build apps or start a local internet marketing business because it is such a hot market you have to get in now but it is not something you have personal interest in.

You got to go with what you know is the very fiber of your being. What is this? I can’t tell you, neither can the next marketer who is going to pitch you a product today. Only you know what it is. If that thing eventually leads you to creating info products, fire your clients, build membership sites – then you’ve hit the jack pot as far as I’m concerned. Just remember – there are more ways to deliver your value than info products, membership sites or even services. Be creative – innovate.

“Innovation distinguishes between a leader and a follower – Steve Jobs”