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FEATURE2
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1994-09-08
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WHAT RUSH LIMBAUGH, BILL CLINTON, AND HOWARD STERN HAVE IN COMMON THAT
WE SHOULD EMULATE: A COMMENTARY
by Paul and Sara Edwards
Having just returned from the annual conference of the National
Association of Radio Talk Show Hosts, we are imbued with renewed
appreciation for the freedom of speech our nation affords and duly
impressed with the value of individual expression. Here was a
gathering of over 300 individuals, all of whom were articulate and
not the least bit hesitant to express their heartfelt opinions on
virtually any subject. What an experience!
There were no wallflowers in earshot. Among the names most
frequently mentioned during the conference (outside of O.J.
Simpson, of course,) were Rush Limbaugh, Bill Clinton, and Howard
Stern, none of whom were present, although Clinton prepared a
videotaped message that was played for the conference. The
popularity, or should I say, infamy, of these three individuals
amongst this August group, got me thinking about what three such
seemingly diverse individuals have in common. And, indeed, it is
their individuality that they share most notably.
They don't hold back in expressing precisely who they are, even
at the expense of being highly criticized. That, in fact, we
learned during numerous sessions, is the chief characteristic of
what makes for a good talk show host. Yes, a host must be
informative, persuasive, and entertaining, but it's not how
precisely, politically correct, politely, or acceptably one goes
about it that makes the difference. Instead, success seems to lie
in how fully the host can express the essence of who and what he or
she is.
And there lies a message for us all. In our own businesses,
fortunately or unfortunately, it's usually not just competency that
determines our success, but instead it's the extent to which we can
"make a name for ourselves" as someone who does whatever WE do.
Just like Rush, Bill, or Howard, if we are to succeed, we have to
summon the courage to be and express who WE are if we are to stand
out from the myriad of others who do similar things.
Does that mean we have to be extreme like Rush and Howard?
Absolutely not! Few people would characterize Clinton as extreme.
It only means that we can be neither a copy nor a reprint of anyone
else. And, in the industrialized world of salaried jobs so many of
us have come from, doing that is unusual. We've been carefully
taught to fit in, to not "stand out like a sore thumb." (Isn't that
a revealing turn of phrase?) Here we are, a species in which each
and every one of us is as unique and different as a snowflake --
right down to our fingerprints and DNA. And yet, all our lives
we've been encouraged to become as indistinguishable as possible one
from another in anything but the most inconsequential details, such
as the color of our ties or the type of earrings we wear. Is it any
wonder we hunger to hear people like Rush, Bill and Howard! They
are making a clear statement, whether or not it's one we agree with.
And indeed, that's what we each must do in defining ourselves in our
businesses.
We need to stand out, not like a sore thumb, but like a green
thumb, a blue thumb, or an orange thumb, so that those seeking
green, blue, or orange will flock our way. We cannot settle for
being Carl, the computer consultant; Dale, the Desktop Publisher;
Brenda, the Bookkeeper; and Imogene the Information Broker. If we
are to become more than glorified temps, our businesses need to be
expressions of our unique talents, skills, styles, and
personalities.
It's only by expressing our individual talents and personalities
as brilliantly as possible that we will make a loud enough statement
that those needing, or simply preferring, what we offer will hear
about us, come running, and send everyone else like them. In other
words, that's how we will build a following. We can't try to be all
things to all people. We have to take stands on:
* What we offer
* To whom we offer it
* How, where, and when we go about offering it
We have to drop the fear that we might lose out on every
possible piece of work if we are to get the kind of work that is
right for us; the work that will help us gain a reputation for which
people will gladly and consistently pay us well. If we distinguish
our work in such a way that customers know no one can do it the way
we do, so one else will be able to fill OUR slot. So, if you ever
hope to be the best you can be, be 100 percent who you are in all
that you do!
"This article appeared in the July/August edition of MAKING IT ON
YOUR OWN, the monthly on-line newsletter of the Working from Home
Forum on CompuServe Information Service, written by Sarah and Paul
Edwards, authors of the best-selling books MAKING IT ON YOUR OWN,
BEST HOME BUSINESSES FOR THE 90'S, GETTING BUSINESS TO COME TO YOU
(with Laura Clampitt Douglas) and WORKING FROM HOME
(Tarcher/Perigree). You can talk personally with the Edwards on the
Working from Home Forum by entering 'Go Work' once you're on
CompuServe."