Manar Al Hinai: Pursue passion but keep clients in mind

Sometimes we are so convinced of our passion-based business idea that we start mentally designing advertisements and picking office locations.

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So often I hear about people who quit their jobs to follow their passions. Mohammed leaves a financial organisation to write his debut novel. Fatima resigns from her managerial role at a government organisation to put on a chef’s hat and work on plans for her dream Italian restaurant.

Months down the line, we then hear that the restaurant or book did not work out. Embarrassed, the would-be entrepreneurs don’t want to talk about crushed dreams, and instead try to get their old jobs back.

The worse part of it all is that the spark that was once gleaming in their eyes, has gone, and they have lost hope of living a life that is led by doing something they are passionate about.

As discouraging as that seems for those around them who wanted to follow their footsteps, remember there is another side to the story.

You see I believe that following one’s passion is the greatest motivation and drive to success. I know because I am experiencing it first-hand. But as rosy and motivating as that may seem, there is no disguising that going it alone is a tricky business.

We often tend to think that our belief in our passion and its success will automatically guarantee success and a respectable amount of income. Basically, this makes sense. Because we are motivated and driven to follow our passion, we tend to work harder, which should mean that we will make money.

But hold those horses.

Sometimes we are so convinced of our passion-based business idea, that we start financially planning for it, mentally designing our advertisements and picking office locations, and wonder how our boss and colleagues will react to our resignation decision so that we can now manage our seven-figure-generating business.

But by getting caught up in such a bubble, we tend to overlook one vital matter – right now we are likely to be the only ones who care about our dream business.

At the end of the day a business ceases to exist if it has no customers. A passion-driven enterprise, no matter how great it is in our heads, will not be 1 per cent successful if it does not attract any customers.

It is not about me. It is not about my partners’ shared passion. It is about the customers.

If they too share that passion, and believe that this business will make a significant difference in their lives, then the dream can become a reality. Potential customers need to be passionate, too – so passionate about your product or service that they are willing to switch from a preferred brand, or service, to have it.

When it comes to customers, you need to walk in their shoes, to realise what will make them love your business as much as you do.Your passion by itself is not enough.

Many business owners fail to realise that following one’s passion is not just a ticket to freedom from the corporate world and being your own manager, doing what you love, it is also about connecting people’s needs to your passion, and the value your business offers in comparison to others.

What would make people pay an increased sum in exchange for dealing with your business, when they could get it at a lesser price somewhere else? Answer: value.

Value is a word many brands – be they restaurants or service providers – use to stand out from the crowd. It is about what your business offers and how that impacts customers’ lives in a positive way.

For instance do you only offer yoga classes to tone the body, or do you offer classes that will help people to connect with their being, find peace of mind, and feel great about themselves in addition to a well-toned body?

Do you simply offer a novel about a boy who survived a series of hardships before becoming a world-renowned businessman? Or do you offer a motivational and encouraging read that will drive people to succeed and follow their dreams? It is that kind of value that makes a business stand out no matter how simple it is.

If entrepreneurs agree on any thing, it would probably be that they enjoy working on something they are passionate about. There is no time like now to pursue your passion. However, always keep in mind your customers and how you can make them share your passion as well.

Manar Al Hinai is an award-winning Emirati writer and fashion designer. Follow her on Twitter: @manar_alhinai