I come from a family of race car drivers. My dad helped shape motor sports in the Philippines and my brothers are both champions and run a highly acclaimed racing school.
Me? Parallel parking brings on the sweats. I’ve backed my brother’s car into a fire hydrant and happily drove away without noticing it.
At first it really bugged me. I mean, shouldn’t this be easy? Shouldn’t this be in my genes?
But I’ve learned you can’t take things for granted. Even when something comes easy to someone else, don’t beat yourself up if it doesn’t come easily for you. You’re an apple, and they’re an orange.
The surest road to hell is the “comparison syndrome.”
Instead, look at yourself and focus on what your natural gifts are. These are the things that DO come easy for you and you probably love to do.
In my business, I love networking – meeting people, connecting people, and helping them out if I can. And by being genuinely interested in how I can help someone as opposed to how I can sell someone, business development is something I find fun to do.
I also love creating – creating campaigns, new programs to teach, getting involved in logos and design, and thinking up new ventures. The details that follow, I hire someone else to get it done because my business model is based on outsourcing.
I focus on what I am good at and outsource the rest. When I put together a winning team for my PR clients, I work with those writers who love to write, graphic designers who love to create and publicity people who know how to do PR and love talking with the media.
It sounds simple, but I can’t tell you how many people out there do what they do because they “have to” or tell me they can do “anything”. They have no passion for it, and it shows in their work. When each member of my team focuses on their talents, everyone is happy and my business thrives with ease.
Image from Crestock Stock Photos
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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