The Joys of Certification
I truly believe that self-confidence, or, usually,the lack thereof, is at the crux of every small business. Self-confidence is the reason successful small business owners are successful; their confidence in themselves, the value of what they’re selling, whether it’s Pilates or pottery, is why flourishing small business owners are able to learn from their mistakes, identify the tools they need to achieve their goals, and do the onerous, frequently tedious, seemingly endless little tasks that (can) lead to big rewards. For example, confidence in yourself is why, if one pitch letter is rejected, you’ll shrug it off, and send more, send as many as necessary, use your network to identify the person you need to reach, till finally you get the reaction you believe your business warrants. Confidence is the reason you’ll undergo that process, which usually entails months of frustration and rejection, before a huge payoff.
Depending on your business, and your personality, getting certified can be a big part of your business. Certification, for many people, is ipso facto, proof that they have the right to run their business. I think that’s both good and bad. Let’s face it, there are certain entrepreneurs who cannot practice their business without certification. But, on the whole, I think that many would-be entrepreneurs use certification as another reason to explain why they aren’t successful. One more reason in the long line of excuses that is, in their own eyes, their lives.
We all know people who have great business ideas, but who put them off because they don’t have the “right” certification. Once they have certification, and the business isn’t going gangbusters, instead of re-evaluating their business strategy–assuming they even have one–, or simply being patient, and understanding how hard it is to make a small business work, some of these people say, “Well, I think I need more certification.” They’ll go further into debt to get more certifications, when perhaps, some solid networking, and intelligent usage of social media, could have let them profit and build on the certification they already have.
I, myself, have no coaching certification. That’s a choice. I graduated from Wellesley College, I have a law degree, I built this business using the same networking and learned life skills I utilized to create my career in TV news. In my opinion, my experience, my success, is my certification. That does sound somewhat arrogant, I agree, but it’s due to the results I see in my own business and my clients. When I was first starting the business in 2008, I seriously considered getting certified , taking continuing ed courses at NYU, for example, but I had recently graduated from law school, I already was wrestling with this huge albatross of debt on my neck and I wondered, what, exactly, would a life coaching certification do for me? Not to mention, that almost all of the life coaches I met, were horrifying.
Many of them were people who became “coaches,” because they had no clue what else to do with their lives; after all, it’s always easier to give advice, than to take it, right? You know how many clients in consultations with me, after finally admitting their secret goals to me–goals that are completely attainable, but will take some serious commitment and hard work–will sigh and say, “Maybe I should be like you, Carlota, and coach?” Then I remind them that actually I never tell clients to do anything that I wouldn’t do myself, and I have a passion for coaching, so no, sorry you wouldn’t be at all like me. #DreamOn
My point being, that yes, certain small businesses, certain trades, mandate certification. Just remember that you can have all the certification and talent in the world…but if you don’t have confidence in yourself, you can waste a lot of money and time giving yourself reasons why you don’t have the “right” certification, why you need more, why only a certain expensive certification will (magically) solve your problems. Certification, whether it’s from Harvard or Phoenix University, is only as good as you make it. It is, in a sense, a talisman, that gives you the power you believe it to.
If, for example, you genuinely believe that you’re a fraud, that’s an issue much deeper than any kind of certification. That’s an issue of fear and self-sabotage, among other things. You’re worried that clients will realize you “don’t know what you’re doing,” and…what? Turn on you? Laugh at you? Sympathize with you? Your fear of rejection presumes that the rest of us know what we’re doing, n’est pas? Hmm, not so much…
I’m just saying, if your business is failing, and you’re getting a day job, or two, and considering taking out (another) loan, or maxing out your (last remaining) credit card to get another, “better” certification…whoa! Instead, maybe you should schedule a free mentoring consultation with your local SCORE branch, and get some realistic business advice. Is it your certification, or your inability to network, to use the resources you have today to create the opportunities you’ll need tomorrow? Remember: clients hire confidence. Certainly, in many fields, once they’re interested, clients will want to make sure you have the necessary licenses and certifications…but what clients really need is confidence in you and your abilities. I, for example, have been a gym rat since I was about 14. I’ve had a number of personal clients. I’ve never asked any of them for proof of their certification. What mattered to me was their personality. Did we click? Did I feel that if I worked out under their guidance they’d help my achieve my workout goals? Did I have confidence in them?
Finally, if you’re unsure about getting certified…ask other people in your field. Research the competition’s website, check out them out on Yelp or LinkedIn. See what certification the people you admire have, and see where they got it. If you’re in NYC, this website is a great place to start: http://www.nyfirst.ny.gov/
If certification is legally mandated for your business, obviously yes, it’s your responsibility to get the licensing necessary to allow you to pursue your dreams. But, it’s also your responsibility to have confidence in yourself. Seize your courage, your certification and, above all, your confidence with both hands and GET TO WORK.