The Top 10 Things About This Industry That I View Differently Than I Did Eight Years Ago

1. Beware of the Hype
I used to be in awe of people who got a lot of publicity. My first smack in the face came when a PR company called me for a business launch of my upcoming book and had written a quote for me.

They wanted me to approve the quote. I refused as it ethically did not match my intention of the book.

So that's how the game works eh? Since then, I have had a love-hate relationship with PR. I realize it is important to stay "top of mind," however at the same time, it is so artificial and contrived most of the time that I am starting to hate being a part of it. The lesson I see here is that when you see someone (even me) sitting on a panel at a conference, when you see them get an article published in a magazine or newspaper, when you see them cited as an industry leader, that doesn't really mean you need to listen to everything they say or that they have all the answers about what they are talking about.

Always do your own research and always ask tough questions.

2. Do Stuff
I used to plan and talk, plan and talk, plan and talk. I'm not criticizing planning or talking... they can be beneficial, however now I prefer to do something instead of talking. Just start doing. Doing stuff gives you a better "feel" than all the planning in the world. That is why my clients like me. I do more than talk.

Plus, once you get labeled as a doer, everybody wants you to work for them because they have all been burned by planners and talkers. Of course, doing takes a lot more commitment and time. It's also much harder. And you may not make as much money because you are being in service to others rather than just talking about being in service. In this industry I see prices going up and service going down.

Always do your research.


3. Failure Doesn't Really Matter
It is embarrassing and humbling to fail. We all wish we could string together a bunch of wins. Eight years ago I was concerned about looking stupid compared to other educational consultants who had been doing this longer or are members of IECA. (I choose not to be a member for reasons of integrity).

I was concerned about dealing with the criticism that can come with failure, and while I won't say I like it and embrace it, I will say that it doesn't bother me nearly as much as it used to when I was younger. One reason for that is many "failures" are only temporary setbacks, and when you don't let them demoralize you and scare you, they can be turned into wins. The second reason is that I truly believe that failure is almost always a great learning experience. Recently I was hired by another educational consultant to consult with them about this business and this industry. Their time is valuable and they did not want to waste neither their time or financial resources by making costly mistakes. I was able to assist them in being more efficient with their own learning curve so they could avoid the mistakes I have already made.

4. Find Your People
Search is the key process you need to master in this industry. I used to think that I needed to be more persuasive to every client I spoke with. I have even heard some Admissions Directors referred to as car salesmen / saleswomen for the way they are currently speaking with parents during the downturn in the economy. I thought the key to making money, hiring good people, or selling my services was to learn how to convince skeptical people to trust me. No. Spend your time sharing your ideas with families about who you are, what you provide and how you may assist them with their child, instead of working so hard to convince them to listen to you. Listen to them. Spend time finding employees who believe in what you are doing instead of convincing potential hires that they should want to come work for you. Spend time searching for clients who need and want what you have to offer, either as an educational consultant or by offering other professional services. Most of us are aware of those telemarketers out there working on commission, convincing parents that the situation is so bad with their child they could die any moment. Don't do this.

Find the people who are like you in the ways that are most important. Work on connecting and meeting with the people who matter. Provide ethical services.

5. Help Others Reach Their Goals
Eight years ago I would have said you should monopolize talent, force people to do what you wanted, not what they wanted, lock people in, and in general do whatever it takes to keep everything tilted in your favor.

That is what I was taught when climbing the corporate ladder in Silicon Valley. Now I believe that everyone has dreams and when you can assist them reach those dreams, most of them will go to the ends of the earth to help you out down the road. (At least that is what I am believing in and counting on now). When skilled employees are ready to move on, don't be angry or bitter, be happy for them. When clients have outgrown you and need a different type of service provider, help them find what they need, who they need, don't be angry at them or withhold information about who else can assist.

Yes, that is what I have been experiencing in the last six months in this industry and it is very disturbing.

I have seen it with educational consultants and with residential and wilderness program providers. These are lives we are touching, children and family lives, not things. Don't be one of those people who only takes and takes in a client or professional relationship. Be a giver, even when other people call you a sucker.

(And yes, I have been called that a lot, just recently this last week ... and no hard feelings I assure you!)

In the long run, you will be better off. I just truly believe that.

6. It is Always Easy to See What You Want to See
It took me almost eight years to find a comfort zone for my business.

Dozens of people told me why my attitude about the way in which I choose to offer my services wouldn't work (lousy industry economics, not doing it their way, tough competition by those more experienced, primarily).

I didn't listen. At least not to everyone. The problem is that when you are doing new things, in a new way, it makes people uncomfortable and those same people who are uncomfortable are almost always critical and work very hard at bringing you down. So how do you know who to listen to and who to ignore? I don't have a good answer to that, however, I know that every day I ask myself to be open to new views on anything that may affect how I assist families or other professionals in this industry. For instance, I am convinced that after interviewing dozens of programs and dozens of other educational consultants .... well, that one is going to have to wait for the book. I am still collecting confidentiality statements, as most do not want to be identified and some of the information I have been given still has to be verified as legitimate. Is it easy to see that the purpose of a residential treatment center is to effect long-term internal and external changes in a very troubled child? So you want to be an educational consultant? Why? What is your intention?

The answers I received were shocking! (At least to me). Always do your research.

7.Luck Matters
Eight years ago I would have said success was mostly effort and skill , however, in the past eight years I have met countless bright hard working people in this industry who didn't get the right break. I have also met a few no talent people who got lucky. In general, I think a small percentage of highly successful people are just lucky and not talented. Most are both talented and lucky, and a few were just so super talented they didn't need luck. Call it a bell curve. Hard work and talent will put you in a good position, however, to get to the upper echelons of success, I think most of us need some good luck and timing. (I am counting on that!)

8. Competition, Fear and Revenge is a Waste of Energy and Time.
Business can lead to situations that make you angry and make you want to go crush a competitor, or whoever. When you believe that you are truly using your ability for a positive and pure purpose, there is never competition. Competition empowers fear, and right now it is running rampant in the industry. What the industry is creating with competition and fear is not pleasant and it will not shift until educational consultants as well as programs and schools stop competing with fear. Just my opinion. But take a look.

While competition and spite may be a good motivator, fear and revenge is typically a lousy use of resources.

Blow it off. Take the high road. If you get ripped off, don't spend all your time working to get back at the person, just suck it up and move on. When your focus on competition and revenge distracts you from the real focus of your business and your intention, then your nemesis has just won a second time by making you less successful. I will never compromise a family or their child by being in competition with another educational consultant or fearing that I may not be able to stay in business if I do not get clients or seek revenge on those that are still actively testing me with calls and emails to see what I am up to in my business. Just ask.

9. Relationships, relationships, relationships
The single biggest thing that I have learned is that relationships matter. People like to work with people they trust. Eight years ago when I started Horizon Family Solutions, I thought I would be a successful business person some day because I would hole up in my house and read all kinds of books and then have some breakthrough insight that would shake up the world on its own. Now I think if I am ever highly successful, it will be because a bunch of people helped me get there. I have no regrets. I spend a great deal of time networking and getting to know the resources available for parents. I am making some business changes to keep my company alive. Almost all of my business comes from relationships. I spend time talking to friends about the stuff I am doing and my network of relationships sends me business. It hopefully will save me from having to shut down my own hopes and dreams of continuing with this work. If I end up being able to stay in this house, it will be because of other people. It will be because of the relationships we have. The people who know me know that I will do whatever it takes to assist a family and their child. However, I still need a place to work to make that happen, so, although I would like to take on 3 and 4 pro-bono cases a month, I have to stay to one. Thanks for understanding!

10. Analytical vs. Touchy Feely
When I worked in the corporate world I used to be very "Fast Company" in my approach to business.

I believed it was all about the soft stuff.

The key to success was making employees happy and having some crazy Google-like workspace.

There is still some truth to that, however, now I lean heavily on the economics of an industry for success. It is soooo much easier to be successful in a business with good economics, even when you make some mistakes, than in an industry with lousy economics but a hip fun workplace. I have fun every day ... and I work hard at helping my clients relax and smile even when they are facing a crisis.

Dore E. Frances, M.A.
Educational Consultant
Founder, Horizon Family Solutions, LLC