“There is no scarcity in the world for people who share abundantly.”
In his book Oversubscribed: How To Get People Lining Up To Do Business With You, Daniel Priestley demonstrates that it is possible to be so highly in demand that customers chase us rather than the other way around.
Priestley, entrepreneur and bestselling author, sets out how to build a brand and a business that will have you turning clients away (he also explains why this is a good thing). This book is for entrepreneurs and businesses “that care about what they do and want to be able to take their products to market more effectively.”
In the first part of the book, Priestley presents seven principles for becoming oversubscribed:
- Demand and supply set the price
- Separate yourself from the market
- The four drivers for a market imbalance: innovation, relationships, convenience and price
- Buying environments create buyers
- It’s OK to be different
- Value is created in the ecosystem
- Nothing beats being positively remarkable
The author asserts throughout that “the pace of change is speeding up and the way the world of business and society works won’t look the same in ten years from now. Many people will see this as a great wave of change that sweeps them out to sea, while others view it as one they can surf and enjoy.”
The book contains tasks aimed at helping the reader to focus on the key points necessary for success in the changing world of business. Priestley also walks the reader through a strategy that uses the seven principles in Part I as the drivers for the five phase Campaign Driven Enterprise Method:
Phase 1: Campaign Planning: know your capacity, who it’s for and when you can deliver it
Phase 2: Build up to being oversubscribed
Phase 3: Release when oversubscribed
Phase 4: Remarkable delivery
Phase 5: Celebrate and innovate
This part of the book really moves from theory to the meat and potatoes, wherein Priestley outlines a specific method for implementing your ideas in a logical sequence.
The final part of Oversubscribed: How To Get People Lining Up To Do Business With You deals with how to build a lean, high-performance team that is capable of executing your strategy for being oversubscribed. This is relevant to sole traders, too. Your team may not be employees: think about your support network or the possibilities of collaborative work, for example.
As Priestley states in the opening pages, this book is “not for people who want to run a gimmick, make a fast sale or pull a swift win over their unsuspecting buyers.” This philosophy runs through the text and is one of the main reasons that I enjoyed the book so much. Going through the tasks and taking related action steps didn’t take too long and the results would have been worth twice the effort.
Investing in ourselves, learning new skills and moving out of our comfort zones allows us to make major changes in any area of life. Priestley addresses the resistance some businesses have towards new practices and technology suggesting that we should all “lean into the discomfort.” For this entrepreneur, the motivation is as follows: “Today’s world is digital – but if you can master the online world, the real world is your oyster.”
This book demonstrates how to get buyers’ attention and how to build a brand that has people queuing up. It’s about breaking out of old habits, offering value, having a personal philosophy, concentrating on quality not quantity, and putting yourself out there. Priestley sets out his stall and delivers on his promises.
It has only been in the last year or so that I finally accepted that I needed to develop my skills and take my work online. I’ve found that the personal and professional rewards for getting to grips with the Digital Economy have been huge. I definitely had to lean into the discomfort. I continue to do so because I realise the value in feeling uncomfortable and pushing ahead regardless.
Over the last year I’ve been radically altering the way that I live and work – and the two are now so in step with each other that I have more control over my life than ever before. As Priestley says, “you can choose the game you want to play – an old game whose rules no longer work for many people, or a new game with new rules and live however you like.”
If you want to learn more about the opportunities available to you in the Digital Economy, check out this free video series hosted by a couple of fellow entrepreneurs working at the leading edge.
“A big wave is about to break and if you paddle you can surf it for years to come.
If you don’t, you’ll be swept out to sea” – Daniel Priestley.
Thanks for dropping by.