Because of my quiet nature around others, most people don't know that I have a background in Theater. Throughout my high school years I participated in lots of plays and took classes. Once I started college, I began to re-evaluate whether or not a place on stage was for me. Ultimately, I decided against it. Even though I don't aspire to be a leading lady any longer, the lessons from that time have manifested themselves in interesting ways--which just happen to be the subject of today's post.
During my time as a Thespian, I had quite a few friends that were really talented. One in particular was a Triple Threat--he could sing, was a great tap dancer and had a certain charm about him when acting. He could do it all and do it well. It takes a special kind of business to be able to take on the attributes of a Triple Threat. More often than not, business owners that try to, expand in ways that don't connect with one another or try to do too many things at once.
A Triple Threat, in the classic sense, does the three things that are important for an actor to be able to get work--ideally on Broadway.They have their end goal and have the skills (singing, dancing and acting) necessary to make an attempt at that goal feasible. What a Triple Threat isn't is an actor, make up artist and set builder. These are not linear skills because two of the three listed are back stage jobs, a completely different line of work.
When a business ventures to add more products or services, trying to appeal to or gain more customers, they enter dangerous territory when they don't go linear. For example: a bakery could also be a coffee shop. Baked goods + coffee=good. A bakery could serve light lunches as well. Baked goods + lunch=cafe. Also good. However, a bakery should never join forces with a butchers. Even though they both sell food, baked goods + raw meat=bad. If you're thinking about expanding your offerings in order to cater to a wider range of customers, take the next logical step and keep it linear.
Believe it or not, competition was pretty stiff in high school. As with anything, there were a few overachievers who had decided early on that the stage was their calling. In hopes of standing out, some of the girls were not only good singers and actors, they specialized in more than one type of dance, or took an interest in gymnastics or learned to sing in other languages. Granted those are all admirable skills to have, but in all reality, they should have just worked on their acting. In trying to be a "Jack of all Trades" they made themselves "The Master of None" and effectively lost sight of what they were hoping to accomplish--being famous for their acting.
Some business owners fall into this same trap. They tack on so many new services that they can't do any one thing exceptionally well. The first example that comes to mind is Miami Subs. We used to have a Miami Subs here in Tallahassee. Until I actually visited the fast food chain, I had assumed that they were like Larry's Giant Subs or a Subway. I was totally wrong. Yes they had sandwiches but their menu goes on for days! They even went so far as to carry Kenny Roger's Chicken and Nathan's Hot Dogs at one point. With a menu that all over the place, it was hard for them to stand out for one delicious dish that would keep customers coming back--so they didn't come back.
The next example is a success story of sorts. Hardee's used to have a menu just as horrible as Miami Subs. When they realized that a more linear approach would help them attract new customers, they ditched the fried chicken and focused on being a better burger joint. With their ThickBugers leading the way, the franchise that was on the brink of food oblivion is now enjoying measurable success. The important point here is: it is better to be known for one great thing than a thousand mediocre attempts.
For my last example, I really wanted to drive my point home with a "phenomenon" we can all relate to: the Singer-Turned-Actor. Some singers and pop idols try their hand at acting, hoping that their celebrity will help rocket them to the top. Cases include: Jessica Simpson, Beyonce, Alicia Keys, Mos Def, Jennifer Hudson, and Mandy Moore. Good first step, after all it is linear skill. However, taking a linear step does not always equate to talent on the other end. Whether or not someone is "good" at acting is all a matter of opinion; the point I want to make here is we've all had the thought "why did he/she think they could act" regardless of whose new movie we were watching. Just because you do one thing very well, don't assume you can do everything very well, whether it happens to be a linear skill or not.
It all comes down to evaluating your strengths and weaknesses before expanding your business. Build on your strengths, expand with your strengths, strengthen your weaknesses but never assume collecting a lot of weaknesses will make you stronger.
