Going from Consumer to Producer

Are you producing or consuming?
If you own a business and have employees, you’ll want to read this.
If you volunteer your time with charitable organizations, schools or other public organizations, you’ll want to read this.
If you’re a “solo-preneur” working to produce results, you’ll want to read this too.
If you engage the media in some way, shape or form, it’s likely you’re in the midst of a training process. If you respond to direct mail or advertising by clipping your coupons and certificates, it’s likely you’re in the midst of a training process. If you watch the news and form certain perceptions of the people you see reported about, it’s likely you’re in the midst of a training process.
A training process that, although completely legitimate and okay, is likely doing damage to your ability to produce money, time, power, love, compassion, results, and life.
You may be rolling your eyes and saying to yourself, “Preston has finally gone off the deep end now.” No problem. If you are, this would be a good place to stop reading.
Here’s where I’m going with this idea:
In the age of us being bombarded by information, we are involuntarily put in the position of being consumers of this information. It shows up without us asking for it, at any time, on any day of the month, and in almost any environment. Through the consistency of this bombardment, we cannot help but be in a training process to consume more.
Can this really be true? Just ask the neighbors or friends you have who are in the advertising industry. They’ve built fortunes from you and me being in this training process.
So, I’m not here to bash the advertising and marketing industries. I’m in business for myself and I work everyday to meet professionals who will consume my services. It’s how all of us will eat today in some manner.
However, I invite you to get some altitude on the concept and look at it from 50,000 feet rather than 500.
How can being trained as a consumer disrupt or hinder what you’re up to?
Consider that by being trained consistently and reliably as a consumer, we begin to lose our ability to produce. We learn through this training process that everything is available for us; that it can be delivered right to our door; that if one place doesn’t have what we’re looking for another will.
This training process begins to dissolve our ability and motivation to create. It has us become lazy, unmotivated, and (here’s the nasty part) slip into the role of irresponsibility or victim-hood.
Yes, victim-hood.
As a business professional and leader, how often do you work with, manage or lead others? How many people have you found unmotivated, uninspired and, at times, incapable of producing even modest results?
Personally, how often do you notice those characteristics in yourself?
What stands in the way of you and your team producing results isn’t the economy, your prospects, your industry, the weather, the government, your employees or your mother-in-law. It’s that you, your team, me and most of our culture has been trained to consume rather than produce. It’s a “what’s in it for me” culture. This is a great concept to leverage as a marketer, and in my opinion, it’s not a great concept to deal with when working with others to produce results.
Leadership Practices:
So, what can you do, or who can you be, to “un-train” yourself and your team? Here are a few ideas:
- When you experience an employee doing just enough work to get by, ask “What would be available for you if you took that one, extra step”?
- When you notice your sales team complaining they don’t have enough resources to perform better, ask them “What resource are you able to create to support your efforts”?
- When you see that you consistently get stopped by negative judgments or interpretations of the economy or industry, ask yourself “What am I capable of producing in this moment”?
- When you notice you or your team depending more on hopes, wishes and prayers to make things happen, ask “What are we willing to declare and fulfill upon this week”?
Success isn’t about getting home runs all the time. That may be what you’ve been trained to understand when you consume the information that’s put out by media and marketing sources.
Success is about getting up to the plate, declaring a result, taking the action aligned with producing that result, and being with whatever result occurs. Then do it all over again.
Or you can choose to sit in the stands and watch the game and hope the hot dog vendor comes soon to satisfy your hunger.
Happy Producing,
- Coach Preston



