Why Traditional Business Advice Doesn't Work for Introverts

The Introvert’s Edge: Discover the Strategies and Tactics of Introverted Global Business Leaders

Traditional business advice includes ideas such as, “Find an unmet need in the market and create an offering around it.” But this is a terrible suggestion for introverts.

Introverts are more likely to focus on authenticity as a core business value. This means that trying to bend ourselves to the market instead of focusing on our true passions ends up making us feel incongruent, fake, and miserable. In this episode of The Introvert’s Edge, Brian Smith, the founder of UGG Boots, shares why he sees no other option than total authenticity, despite the business “risk” it may seem to entail.

How Being Authentic Leads to More Ideal Customers

You’ve heard these sales maxims many times: You’ve got to have the gift of the gab. You want to be able to sell ice to Eskimos. Just be confident and they’ll buy. The problem is, this just doesn’t work for most introverts. At least at the start, we’re much better off focusing on a niche we know well and that we’re passionate about. Brian explains how this approach grew UGG to a billion-dollar company.

Authenticity and Business Growth

Many business owners, especially introverts, believe they have to put their real passions to the side and focus their business choices on what’s “safe.” While this may seem like the practical decision, it’s actually a huge error. When you feel inauthentic, it’s hard to enjoy your business, let alone make it a success. But when you’re true to yourself, you have the passion and energy to lead your business to success, or what Brian calls in his book, The Birth of a Brand, “The Five Stages of Growth.”

Brian shares his first-hand experience of rejection after rejection, running out of money, losing a partner – most would have quit. But he stayed on task, recommitted to staying authentic and doing what he was passionate about…and turned his company into a billion-dollar worldwide success.

Some Questions I Ask:

• Are people surprised to learn that you’re an introvert? (0:25)
• When did you realize that you don’t need to care what people think? (7:01)
• Can you explain what you mean by “the five stages of a business”? (8:50)
• What advice do you have for business owners who are focused on external validation? (12:10)
• Describe the shift you experienced when your business focus changed to pursuing what makes YOU happy (14:38)
• What do you consider your introvert’s edge? (17:50)

In This Episode, You’ll Learn:

• Why authenticity is key (0:53)
• Why you should build your brand around your passion rather than bending to the market (1:10)
• Brian’s struggle with introversion growing up, and the tools he used to deal with it (4:10)
• Why systems and strategies are especially helpful for introverts (6:10)
• What led Brian to realize he’s comfortable with himself just as he is (7:31)
• How building a business is like raising a child (9:05)
• Why “I need to prove I can run a successful business” is the wrong long-term mindset (12:40)
• Why opportunities become much clearer when you know exactly who you are and what you want (14:48)
• The importance of preparation in achieving your business goals (18:02)

Resources Mentioned in the Show:

• Part one of this episode
• The Birth of a Brand, by Brian Smith
• Brian’s website

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