by Ricci Neer

So yesterday, I’m at the grocery store.  While standing in line, waiting to check out, I noticed some clutter in my face…

We’ve all seen it, heck, most of us have even read it.  But at that moment, I realized something.  This is merely a reflection.

What happened the last time you tried to talk to someone, who was not business-minded, about your business?  Perhaps a family member or friend?  They might have even started the conversation by asking how your business was going.  But when you answered , you could see that familiar glaze upon their eyes and the distracted interruptions they began to make.

You may have been bewildered, left wondering why they really didn’t care.  You might have even been tempted to take it personally.

The truth is, the groceries stores have it right.  Their messaging and offerings cater to the general population.  Look at the picture above.  Where are the personal development and success-oriented publications?

Even on the end-caps where the pricier magazines live, you won’t find Entrepreneur, Fast Start, Business Week, Money, Fortune or Inc.

The publications in the picture are merely a reflection of what most people want to hear about.  Now, before you say “well this is a grocery store, what do you expect?”, think about the fact that most people go to the grocery store.

If most people (who go to the grocery store) were focused on success and business, then the checkout counters would be filled with related publications (because that is what most people would buy).  But they aren’t, and they don’t.

So, while you are busy conquering the world, your sister-in-law’s thoughts are on Alicia Key’s wedding, Sandra Bullock’s baby, and Angelina Jolie’s family drama.

Nestled in there are how to make quick meals and lose weight.  At the bottom, you can purchase your share of entertainment and meal cards for yourself and your loved ones.

There are two things to consider.  First, consider where most people live.  In their mind, that is.  You may have lived there once yourself.  The daily grind, earning just enough to pay the bills (maybe), times of boredom, mindlessly flipping through channels, reading tabloids to escape.  Just being numb.  Unclear.  Little passion.  Surrounded by friends with no dreams.

Now here you are, juiced up from a convention or networking event, making a difference in the lives of others, the possibility of making more money than you’ve ever made in your life is within your reach, you’re excited, passionate, with big dreams…

Ack!  What a loon!  You’re not like my other friends, in fact, you aren’t like anyone I’ve ever known.  You are “out there” man!  You must be high or delusional coming at me with all that “you can do it too!” nonsense.  Have you seen my life?  You do understand what life dealt me, right?  There’s no way.  And you’d best do yourself a favor and come back down to earth.  Be normal like the rest of us.  It’s safe here anyway.  It’s predictable and we are in control.

They might not understand what they are feeling, they might not have the words to describe it, but at the end of the day, they are uncomfortable.  And you made them that way.

Armed with this insight and understanding, how might you change your messaging to reach them?  If you want to make a difference in their lives, consider your approach when talking to others about your business, especially those who are perpetually parked in the grocery store aisle.

The second thing to consider is that people want to be entertained.  They want to know about the reality surrounding famous people – people they don’t even know!  They watch their reality shows, read about them in magazines and get the scoop about them on TMZ.

Do you think that Angelina Jolie spends more time reading about other famous people…or doing what she needs to do to stay famous herself?

Why is it that most people would rather spend their time living vicariously through those who are actually doing it?  Because it’s harder to do it yourself.  Besides, most people have never been taught how and don’t believe that they can.

If you aren’t a traditional entertainer, like an actor or singer, it can be even harder.  The truth is, anyone can be a business rock star.  We all have something that we are really good at.  And if we aren’t, we can be.  With dedication, practice and determination, we can be really good.

Once we become really good, we can become interesting enough that people want to follow our stories.  In fact, there are a few business-related famous people I can think of right now who are interesting enough to attract a following -

Richard Branson.

Donald Trump.

Gary Vaynerchuk.

Tony Hsieh.

(Insert famous rock star level business women here??!!)

You get the point. (Now I’m not saying there aren’t any successful business-minded women, but how many have retailed (sold) something tangible, grew it into an iconic brand and then got famous enough for paparazzi?   And I don’t mean media-related icons like Oprah or Martha Stewart.  But I digress.)

My point is, you can take your business to warp speed by being entertaining.  Do something interesting.  Be exciting.  Most people want to know about beautiful, famous, rich and successful people.  Just look at the picture above.  That’s what people care about, even if they can never imagine it for themselves.

What makes Gary Vaynerchuk and those guys attract a following?  There could be an entire class dedicated to the psychology behind that.  I’ll stop short and just say what they don’t do.  They don’t go throwing up their business on everyone that has a pulse.  They aren’t trying to convince their uncle that their business works (can you imagine Donald Trump trying to “convince” someone to invest in real estate??!).  Famous people aren’t spending their time on convincing others.  They are busy doing the things that make them famous.  Hustling deals, being creative, inventing new ways of doing things.

So many business-minded people are inspired by the names mentioned above.  You can do it too.

By shining your light upon the world, you give people hope.  Hope that they too can do it for themselves.

How will your let your rock star shine today?

★ Ricci