All Over The Map

There are many things in life that I am good at; however, there are a couple of things I consider my superhero power.

One skill on that shortlist is my ability to see connections. I am a natural observer. I notice patterns. I am deeply aware that what seems unrelated is often interconnected and mental maps of these connections come easily to me.

As a result, I am hyperaware when something is routinely showing up in my life. Over the last month, on three different occasions, I have had the same conversation with three different leaders. At various stages in my own journey, I, too, have wrestled with the question they each presented.

About three years ago, a guy we will call Chad – to all my followers named Chad, I promise this is not about you – offered me some unsolicited advice.

To give you some context, Chad was an experienced business owner. While we worked in different industries, he was accomplished in his space, and I respected him. He had a proven track record of success.

He began by saying, “Molly, you have to narrow down your target audience; you will never be successful if you continue to try and serve such a wide range of people.”

He went on to tell me that I needed to clarify my ideal audience by deciding if I wanted to serve men or women. He shared that I needed to define their target age range within a 7-year window. He believed I needed to pick just one industry to serve and that I should be able to describe my target customer’s annual income within a $10,000 range.

By my calculation, Chad wanted me to narrow down my potential audience to about nine people on the planet. No thanks. That’s not for me.

Over the last month, three individuals told me they had been hearing criticism that they were trying to serve an audience that was too wide. Each time I heard this, I smiled. These leaders are all in the helping profession, and they each serve people in diverse ways. They, too, were facing questions about the vastness of their client base.

I am all for clarifying who we serve, the problems we solve, and how we want to work with our clients. I know this strategy works for many people, but I also believe there is space for people like me who serve a diverse audience.  

With each of my clients, I asked, “Are you all over the map because you lack clarity? Or are you all over the map because you meet people where they are?” Every time I asked this question, I watched as they nodded, smiled, exhaled, and shared that they – like me – were simply meeting others where they were.

For those of you from the Midwest, you know there is an establishment that validates my belief that we don’t have to have a niche for everything and everyone!

In big cities and small towns across States like Indiana, Illinois, and Iowa, we have a big-box store called Menards. It’s a one-stop shop where you can buy beef jerky, toilet paper, a recliner, make-up, and potting soil. It’s as if Big Lots, Lowes, and Target had a baby. I am not sure how their marketing department would describe what they do, but I'm guessing it might sound something like, “We sell everything to everyone.” By the look of a Menards parking lot on a random Saturday afternoon, I would say they are doing just fine.

We need to make space for leaders who embrace a Menards-like mindset. Those who meet people where they are, welcome everyone, are willing to serve in whatever way will benefit others, and are unapologetic in this approach.

When we require all leaders to specialize, we must acknowledge that they will miss some leadership opportunities that fall outside their area of specialty. When we fail to meet people where they are, we send an unintended message that they don’t matter. When we create a world that says there is only one way to lead and serve others, we limit those who can step into a leadership role. There is no need to minimize leadership when there is room for both.

 We need AutoZone and Menards.
We need specialists and generalists.
We need those on a narrow path and those who are all over the map.
We need people like Chad and people like me.
And no matter where you fall on this spectrum, we need you.

 On the days when I feel like I am all over the map, I simply remind myself that I am consciously choosing to meet people where they are.

 Wherever you are, I’ll meet you there …

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