[photo] Mark Jeftovic

easyDNS CEO, Career Contrarian & AntiGuru

My Epiphany

I’ll leave the names out of this, since it isn’t flattering.

Awhile ago I bought an audiobook from a couple of self-purported business gurus about taking one’s business to the next level.

It is very hard to find quality intermediate to advanced level business self-help material. The majority of the material in the field targets the beginners: people who want to start a business, people who are still dreaming not doing.

As I listened to this book, one of the “gurus” was describing his “credentials” and something about it just did not sit right with me. He was talking about his “successes”, yet what he was describing smelled like obfuscated failure.

For example, he talked about his first business as a telecom startup, how it got up and running and that eventually he “walked away from it”. Huh?

People do not “walk away” from successful start-ups. If they’re tired of doing it or want to move onto something else, they sell it. They cash out and move on. You walk away from smoking ruins and train wrecks, not successful start-ups.

My bullshit detector was tingling, but this guru’s next “business success” story was the clincher. You see he started talking about a company I knew fairly well. In fact, they had been customers of mine years earlier. A very good friend of mine was at one point the CEO of this company, and I seemed to recall that it not end well.

I sent my friend an email:

Hey, how goes? I’ve been listening to an audiobook about growing your business and lo and behold ________ ________ is in it talking about his huge success at Company X. Weren’t you the CEO there for awhile? Do you know this guy?

A few hours later he replied:

Yo dude, that’s funny. Yes I know _______ _______, I was brought in to replace him after he was fired by the Board. He burned through close to 100 Million in funding and we ended up in Chapter 7 bankruptcy.

At that moment I realized it. The awful truth:

Being successful in business is not a requirement of being a successful information marketing guru.

To be a successful information marketing guru you need only to tell a Good Story

I realize now why it is so difficult to find quality business self-help and business building advice at the intermediate to advanced level: because it is so much easier to sell to dreamers than it is to sell to doers. So 99% of the self-appointed “gurus” just pick the low hanging fruit: they tell a good story, press that desire button in as many dreamers as possible, and rack in the cash.

1 Comment to My Epiphany

  1. antiguru's Gravatar antiguru
    January 17, 2010 at 8:47 am | Permalink

    That’s some funny sh*t. I’m getting my ducks in a row… have a website that is aimed at the whole biz opp vertical, but my vision is for something much greater. I was talking to one of my CPA network affiliate managers the other day going over my game plan… in the wake of all the FTC crackdowns and Google smackdowns… I feel it’s a good time to jump in and really make an effort to clean things up.

    I’m won’t publicly display my site for now… don’t want to be mistaken for some douche bag spammer. Okay so I subscribed to your newsletter. You piqued my interest so hit me with your best shot.

    Also, I’d like to know more about what you do. Your story might make a great article for my website. Please email me and maybe we can discuss it further. Either way, thanks for presenting this info. here and I’m looking forward to what will come.

    P.S. I’m not mocking or mimicking you with my name of choice… I already had it… found your site because I wanted the domain name… day late and a dollar short as the saying goes.

  1. By on September 21, 2010 at 2:24 pm

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