Last weekend, I demoed a fat bike at the Whitefish Legacy Partner’s Winter Trails Day. Not only are the Legacy Partners one of my favorite clients, but they really know how to throw terrific events. So this one, per usual, was a good time, full of dogs and winter gear and families testing gear. I ended up pedaling over to the Whitefish Bike Retreat and meeting Cricket Butler. She owns the Whitefish Bike Retreat. She’s a cool lady, and she said something that really stuck with me. We did the “Oh, it’s you! I know of you, but don’t know you” thing. Then Cricket showed me around the building and its land, which is an awesome retreat for bicyclists. I marveled at it, “Oh wow. This place is gorgeous. The craftsmanship and attention to detail is amazing.” Cricket nodded, looked around her business, and said, “It is! It’s all about finding those people who support your vision. That’s what it’s about.” Then she continued the tour.
I’ve been on an extreme listening kick lately. I’m gathering up all the nuggets of wisdom I can, and this was a gem. Cricket is right. In life, but also in business, you have to find the people who recognize your goals and appreciate your hard work. They’re your brand ambassadors.
Because when business gets tricky, that’s who you will turn to.
I’m guilty of trying to do everything by myself. If you own a business, chances are, you have been through or are in that phase, too. But the thing I realize more and more is that I don’t have to do everything by myself, and neither do you. I can delegate to my employees, who kick more and more ass for me every day they show up. I can ask my colleagues for help. And I can turn to my brand ambassadors.
Some of my brand ambassadors are dirtbag ski bums. They think I’m a sellout and remind me of where I’m from. I hate that your goggle tan is better than mine right now, but I’ll help you brand your business when you decide to start it.
Some of my brand ambassadors are other female business owners like Courtenay, Blake, Lindsey, and Kat. I think you ladies and your work are amazing, and in so many ways, I want to be like all of you. Thank you for kind words or bottles of wine or referrals.
Some of my brand ambassadors are my best friends—the people who know about the late nights and the rare tears of frustration and the not-as-rare lack of showering--but these people still urge me to keep my head up when things are crazy busy at work. They challenge me to try even harder and to remember to shower. And eat. You know, the human stuff.
And lastly, my clients are brand ambassadors. Thank you to my kickass clients for supporting my business so I can help you grow yours. Thank you for the nonstop referrals. Thank you for taking runs with me on powder days or digging my snowmobile out when I’m stuck yet again.
When you run a business, these are the people who make it worth your time. The ones who send you funny emails just to make you laugh. The ones who hire you for something you know they could do themselves. The ones who tell you that today, the coffee is on the house. Focus on these guys.
My challenge to you: Think about your brand ambassadors. Identify the people behind your business partnerships. Acknowledge everyone who makes your business easier.
And tell them they're awesome.
Handcraft some high fives and pass 'em out.
Wheelie Deep Thoughts
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