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Why Building Your Business Around Your Most Profitable Skill Is Bad Advice


January 18, 2021


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Hi there! I'm Giorgia, a life purpose and business coach. I help you find your calling and turn it into a business, so you can make the impact you were born to make.

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building a business around skill is bad advice 01

Ask any business guru how to find the right business idea and they’ll go: start with your most profitable skill. 

That’s how I got into skin coaching a few years ago. 

I know how to make sense of those incomprehensible ingredient lists. I’m the go-to girl all my friends come to for help every time a pimple rears their ugly head or they’ve suddenly noticed a new wrinkle creep up around their eyes. I receive emails every single day from readers of my beauty blog asking me to put together a skincare routine for them.

I had the skill. I had the knowledge. I had demand. All the ingredients you need to start your own business and make money from day one.

It would be silly not to go for it. All the stars were aligned.

Well, almost. The passion wasn’t there. Ok, I am passionate about skincare. Just not to the point to dedicate my whole life to it. 

That’s a huge warning sign you should hit the brakes. Building a business around your skills may bring you money, but it won’t bring you happiness. 

You need both to create a thriving business.

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Why You Shouldn’t Build Your Business Around Your Most Profitable Skill

I get it why business gurus push you to build a business around your most profitable skill.

Skills are reliable. Once you know how to cure acne, speak Japanese, or create a beautiful website, you never really lose it. You’ve got that skill forever.

Skills can also lead you straight to your passion. Have you noticed the better you get at something, the more you love doing it?

Skills also get boring fast. Once you’ve mastered it, the challenge’s gone. You’ll still enjoy speaking that language or building a new website, but that excitement you felt at the beginning isn’t there anymore. Your skill is now… routine.

This is what happened to me. When I first got into skincare, everything was brand new and exciting. I was invited to exclusive blogger’s events, got sent me the latest serums and creams to review, and learned all about the science of skincare from dermatologists and cosmetic chemists.

Creating skincare routines to treat acne, fade away dark spots, and banish dryness (sometimes all at the same time) was a mysterious puzzle waiting to be solved.

Now, I can do it all with my eyes closed. No effort whatsoever. Turns out, once you get rid of the marketing hype and old wives’ tales, skincare is pretty simple and basic. I’ve written a book about everything I know about skincare and I don’t feel like I have anything more to give here.
That’s a dangerous place to be.

If you stay there, if you keep doing what you’re great without evolving, you’re going to stagnate.

Related: How To Find Your Strengths

building a business around skill is bad advice 03

Skills Without Passion = Failed Business

Stagnation is the beginning of the end for a business.

Now the passion’s gone, you just don’t care about your business as much. That’s when you start to self-sabotage.

Instead of looking for new opportunities to market your business, find new clients, and create new products, you keep doing the things you’ve always done. The things you’re good at. They got you this far, didn’t they?

They won’t help you grow your business more. 

Passion does. It’s passion that keeps you going when you don’t feel like doing the work. It’s passion that keeps you looking for new ways to deliver more value to your clients so they come back again and again. It’s passion that makes you go the extra mile and set your business apart from your competitors.

You can be the best in the world at what you do. But without passion, your business feels like work you don’t want to do.  

And so you don’t do it. Not as well as you used to, anyway. If you’re honest with yourself, you’re just showing up for the money. This has become your 9-5 now. But your heart’s aching for something else.

Related: How To Reignite Your Passion For Your Work

A Better Way To Find A Profitable Business Idea

I would never recommend anyone to start a business around something they’re not skilled at. If you’re not good at what you want to do, learn it. If you don’t, you’re just scamming people.

But skills are just one piece of a profitable business idea. The other pieces are passions and values. Here’s what I mean.

Passion is the what. If money wasn’t a concern, what would you spend all your free time doing?

Skills are the how. What are the abilities you’ll use every day to pursue your passion?

Values are the why. What’s your purpose in starting this business? Why do you have to do this for a living instead of keeping it as a hobby? 

The combination of these 3 pieces is your calling, the purpose you’re meant to fulfil on this planet. 

This is why I start all my coaching programmes with getting clear on what your calling is – and only then I give you all the tools and strategies you need to start your business.

When you’re clear on your calling, the how takes care of itself. You have a purpose to get up in the morning and overcome any challenges and doubts that come your way. You have the passion to fuel you when the going gets tough. And you have the skills to build something truly amazing.

If you’re ready to find your calling and start the right business that brings you both money and fulfilment, click here to book your FREE Discovery Call and learn more about my coaching programme. Because the world needs more people who follow their calling. 

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I'm Giorgia, a life purpose and business coach. I help you find your calling and turn it into a business, so you can make the impact you were born to make.

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Have no idea what you're born to do or what business to start? Find out today.



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