In most industries, there are two places where one can hang out: the slipstream or the wilderness.
The slipstream, as the name suggests, is where it's all happening.
People who are "in the slipstream" in their industry, are often seen at the industry conventions, learning and growing and even leading.
They regularly find themselves face to face with clients, both existing and prospective.
They read all the latest thinking about their industry.
They are involved, they are attuned, their sleeves are rolled up and they are hustling.
They are not intimidated by new developments, or by changes in technology. They are in there, up to their necks in it all and wading happily.
The slipstream is populated by movers and shakers, and it is a heady, exhilarating place to be.
Things are always happening, money is flowing and new and exciting projects are constantly underway.
The wilderness, on the other hand, is more of a hamster-zone.
This is where people who are almost involved in an industry hang out. It's a very quiet and peaceful place. It's not where most of their key players are based, but they don't think that really matters.
Their equipment, infrastructure and stationery are not particularly appealing, but they believe that people don't really judge your skill by your stationery.
They hate selling and so, avoid it. When you ask them when last they spent real time with one of their clients, they will stare blankly. They probably can't name their clients. They are the journalists who don't read newspapers.
They are the managers who don't think people-skills are important and wouldn't network because it's a waste of valuable time.
They are the dinosaurs, the relics, the forgotten, the ones who frown at any suggestion that might rock the boat, because they like the way things have always been done.
They are comfortable. They will, as US speaker Morgan McArthur puts it, "Taste comfort until they are miserable.”
"They are rules-based, they are passive and they are reactive.”
"New developments and technology within their industry sound scary, and they avoid it, hoping it will go away. They don't want to hustle; they feel that the business should come to them. Basically, they want to be left alone, like the sulking schoolchild in the back of the classroom who doesn't see the value in playing with others. They are hesitant to make calls, initiate campaigns, or go places. They just want to 'get on it'. What they don't realise is that 'it' is a constantly changing game, and you must play it, or get left behind.”
"The Wilderness and Slipstream concept extends beyond individuals as well. It even applies to businesses, towns, cities and sometimes, entire nations. Towns and suburbs are a great example.”
At a certain point in time, a suburb will have a buzz about it. It will have energy. Real-estate prices will be high. It's the place where things are happening.
It's the slipstream, and all the key-players are there.
But years pass, and the suburb gradually loses its vitality. Other suburbs rise up and take the lead. The slipstreamers realise this, and they go with the energy.
The wilderness-dwellers stay where they are, and slowly sink into obscurity. Go where the buzz is. Be where the energy is to be found.
Go and immerse yourself. Get into the Slipstream!
TOP
|