Are You Generating Value?
Here’s the story of a passionate farmer who breeds cattle, producing only high quality, organic beef. When the time comes to sell the meat, he realizes that all inhabitants of the surrounding villages have become vegetarians, so no-one wants to buy his meet.
What does this mean?
Is the farmer a failure because he cannot sell his meat? Are the villagers bad because they don’t want to buy the meat?
None of these is true
The farmer is offering something very valuable, but the villagers simply do not need what the farmer offers.
The farmer sees the following options:
- Stop breeding cattle and start growing organic vegetables to sell to the villagers. (accomodate his needs to someone else’s needs)
- Look for any kind of buyers in other villages who purchase his meat at the average market price for beef, because they do not care about high quality, organic beef. (under-sell his beef)
- Look for buyers who care about organic, high quality beef, and who are ready to pay what it is worth. (communicate his value effectively to the right target)
In the end, the farmer chooses the option that is best for him. If you were that farmer, which option would you choose?
Reason for this story
This story is about how our perception of what is valuable affects our feelings, as well as our decisions and actions.
This story would also like to show you that even if we provide something that’s valuable for others, it can generate little or no value for us.
After having looked at the theory, now let’s look at our own practice.
Practice and the “tough truth”
Even if options look easy from the outside, when we face similar challenges like the farmer’s, we feel stuck and struggle finding the best way out. Or we simply don’t take action.
Sometimes we stay stuck for years, without realizing that we are missing a great opportunity to generate value for ourselves and others. Following are some examples.
- Szenario 1:
If I work 16 hours a day for you, but I do not provide the results you need, my work is not valuable for you. (Example: Hard-working manager missing the right focus)
Result: I am not generating value.
- Szenario 2:
If I am experienced and skilled, but I don’t manage to communicate how I can help you achieve your goals, you cannot see how valuable I am for you. (Example: Capable manager who fails getting a rise or a new job)
Result: I don’t give each other the opportunity to generate value.
- Szenario 3:
If I am a high performer and help you achieve the results you want, but I under-sell myself, I am probably not fully aware of my value.
Result: I invalidate myself. One day my frustration may affect the quality of my work, so you get less value while I lose self-confidence.
- Szenario 4:
If I am strong and passionate in a certain area, but I decide to work with you in an area where I am average, because I am afraid I might not get a better opportunity, I am probably not fully aware of my value.
(Example: Job seekers who resist focusing on their assets, and apply for “any” kind of job)
Result: I prevent myself and others from generating real value.
- Szenario 5:
If I don’t use my team’s potential, if my team members never get to see “the big picture”, if I don’t tell them why they are expected to do something, and what they get from doing it, I am not really aware of my own value, nor of my team’s value. (Example: I’m sure you know of at least one company like this!)
Result: I prevent myself, my team and my organization from generating value in the long run.
Conclusion
It all comes down to one question:
- What am I offering that provides value to myself and to others?
At time it is important to stop for a moment and take a closer look at what we are doing. Are we creating value for our employer or clients? Are we creating value for ourselves?
Because, let’s be honest: life is too short to waste it on things that don’t really give us what we need and want. This is true for ourselves, and it is true for our employer and customers.
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About the author
Myriam Callegarin is an Executive & Business Coach who helps action-oriented managers, professionals and business owners generate value, so they earn what they are worth in a work they enjoy. If you want to find out how you could benefit from her expertise, simply request a free consultation.
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