| I was jogging in the park the other day and noticed | | | | around the basic service needs of "who can walk our |
| a number of professional dog walkers. They had | | | | dog while we are at work/school" and "how can I |
| many dogs under their care and the necessary tools | | | | take better care of my dog." All of these |
| of their trade. Nothing remarkable about that. | | | | entrepreneurs recognized the same themes and have |
| What struck me was a) the number of providers I | | | | capitalized on it in different ways. Undoubtedly, the |
| saw on this one visit, b) their marketing efforts, and | | | | larger corporations in the pet industry are capitalizing |
| c) the range of services offered. Parked on the | | | | on this trend too. Double cool. |
| streets around the park were various types of | | | | So, the second point is this...there is rarely only one |
| mini-van and SUV, emblazoned with each dog walking | | | | possible opportunity in a specific market. If you |
| entrepreneur's web site address, phone number, | | | | recognize a need, look at it objectively from all angles |
| slogan, and featured services. So, what does this | | | | and get creative about how you could serve that |
| have to do with your career? | | | | need. Of course, this strategy applies to current and |
| It illustrates an important career development theme: | | | | aspiring entrepreneurs. |
| When I was growing up, my Mom and Dad's core | | | | It also applies to those working for other people. |
| career advice was to "get my foot in the door." Still | | | | Intrapreneurialism (being entrepreneurial within an |
| sound, but my core career advice to you is **to | | | | organization) is a great and necessary thing. You may |
| make your own future.** | | | | have an idea how to do something better, or faster, |
| These dog walking entrepreneurs have taken a | | | | or cheaper, or at higher quality. You may have a new |
| relatively simple personal service and have scaled it to | | | | service idea. You may have spotted a tiny or huge |
| attract more customers and higher fees from their | | | | niche that needs filling. |
| customers. They have taken what traditionally was a | | | | Whatever it is, occupying a specific job does not |
| marginal service job to the level of a bona fide | | | | necessarily mean that you work in a pre-defined box. |
| business. They made their own opportunity. They | | | | If you truly find yourself boxed in, then that's where |
| shaped it they way they wanted. And, their | | | | it is time to make some important career decisions. If |
| customers pay handsomely for it. Cool. | | | | you find yourself on the job market, think about |
| So, my first point is this...you too can make your own | | | | what you can do to create your own opportunities. |
| opportunities, even out of the most seemingly | | | | In the current economic environment, I know that |
| mundane task, niche, need, service, etc. This may | | | | things are uncertain, and difficult. But, here is one of |
| involve you moving into a new area or it may simply | | | | those basic laws of life: there will always be |
| mean elevating the work you currently do to a whole | | | | opportunities for those who both recognize and |
| new level. | | | | pursue them. There will always be opportunities for |
| Back to the dogs. In Vancouver, where I live, people | | | | those with initiative, determination and common |
| take good care of their dogs. You can purchase dog | | | | sense. The "lucky" are simply those who have taken |
| medical insurance. There are dog hikes and adventure | | | | more chances than average. Within organizations and |
| day trips. And, there are a number of gourmet dog | | | | without. |
| food stores. | | | | Never think that you do not have options. |
| So, we see a small, premium industry sprouting up | | | | |