Page 140 - The $100 Startup_ Reinvent the Way You Make a Living, Do What You Love

additional business, but John legitimately and genuinely offered professional
advice without the expectation of more than a nickel.

As news spread of the 5-cent architect, John got free advertising from CNN,
NPR, the BBC, and numerous other media outlets. Because of the attention—
and new clients who came in through the farmer’s market—John is now a
successful self-employed architect, a key distinction from his peers who are still
trying to get hired at firms.

Another way to practice strategic giving is to deliberately not take advantage
of every opportunity to increase income. As my own business grew and I
received more public attention, I began to receive a lot of requests for consulting
sessions. I never really saw myself as a consultant, but I figured, Why not? If
this is what people want, maybe I can do it. I created a page on my website,
received plenty of interest, and conducted a few sessions as a test. Long story
short, the whole thing felt false and inauthentic to me. I had helped lots of people
with specific problems before, but not on a pay-per-time basis. When I talked
with people who had paid for access to me, I felt physically ill. I realized my
discomfort was in doing it for money, so I stopped.

I still do some limited consulting whenever I can, but now I do it for free.
With the right people and on my own terms, I enjoy it—especially without the
pressure of knowing they are paying me to deliver. I’m not always able to offer
helpful advice, but I know that when I can be helpful, that person will likely be
there for me at some point in the future. It’s not about keeping score or trading
favors on a quid pro quo basis; it’s about genuinely caring and trying to improve
someone else’s life whenever you can.*

Like any kind of marketing, this practice can be manipulated or abused.
Tourists landing at the international terminal at LAX are met outside by friendly
people with official-looking clipboards who offer to help with directions to the
city. “Hey, where are you headed today?” they ask. “Can I be of assistance?”
After they provide directions or answer questions from unsuspecting tourists,
there’s a pitch: “I’m working today on behalf of a great organization. Can you
help us out with a donation?” The implied message is, I just helped you … now
it’s your turn.

This isn’t the kind of strategic giving that serves your interests well in the long
term. The intention of the airport solicitors isn’t to be helpful; they are merely
using helpfulness as a tool to gain the trust of unsuspecting tourists. Strategic
giving is about being genuinely, truly helpful without the thought of a potential
payback.