The Partner Channel Magazine Summer 2017 Final 2

Upper limit problems are sneaky. We experience them as outside events that are happening to us, not something
we are doing. (Why did she have to pick a fight with me today? I was having such a great day.)
Recently my friend Deanna hired a business coach. At the same time, she got a money-making opportunity to
work with a big new client. She chose the client over the coaching. Client consulting squeezed out the time she had
allocated to work with her coach to pursue the direction she wanted for her business. This is a perfect example of an
upper limit problem. Just as she takes action to up-level her business, she gets pulled back down. She can rationalize
that she really needs the money. Maybe she does, but this cycle will keep showing up until she breaks through.
MOVING UP TO A NEW ZONE
If your goal is to live your highest, best life, you must become vigilant about quickly recognizing and solving
upper limit problems. The four zones described in the book are:
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The Zone of Incompetence – You’re not good at this work, but maybe you feel you “have to” do it. A great
example is when something goes wrong with your computer (assuming you’re not the tech guy). Instead of
calling the tech guy, you spend eight hours trying to fix it yourself. If you’re in sales or consulting, you just
burned a lot of opportunity cost to fix that computer yourself. Recognize when you’re stubbornly insisting that
you must do things yourself.
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The Zone of Competence – You’re good at these things, but your talent is not unique. An analogy I use here
is that if you were a rock star, you probably could set up the stage, pack the van, and test the sound equipment,
but you need to conserve your time and energy to be a rock star. This is work that you should delegate to
someone else.
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The Zone of Excellence – The excellence zone is the danger zone. You are exceptionally competent at this
work and likely well-paid. You’re comfortable. Many people live most of their middle age years in this zone.
It’s a great place to be, until you decide that it’s not. Your inner longings start creating feelings of discontent.
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The Zone of Genius – These are our passion projects, the whispers in your ear that you should write that
book, start that business, ask that woman out on a date. When you’re in the ZOG, you are thriving!
HOW DO YOU FIND YOUR ZOG?
I’m a master at finding other people’s Zones of Excellence and Zones of Genius. I make my living helping
companies express their unique genius through their marketing strategy and messaging. But let’s put the marketing
aside and just talk about how you identify your areas of genius.
Here’s where to look:
Go back to your childhood.
What did you love as a kid? What were your favorite activities?
I have a picture of me sitting in my cousins’ sandbox. While all the other kids are playing
on the jungle gym, I am practicing writing. When we played pretend, I always wanted to
play school, and I was always the teacher. I literally used to thumb through the dictionary for
hours, trying to memorize words, writing down the ones I found most interesting, useful,
or titillating. (Love that word!) I was absolutely fascinated that there were so many nuances
to the English language. Is it any shocker that today I make my living teaching and writing?
Think about what irritates you.
Your weaknesses provide clues about your strengths.
I know that I have almost no tolerance for being bored. People regularly say things to me
like, “How do you manage to get this all done? How do you juggle two businesses, travel,
raise kids, keep on top of all your projects, and still somehow fit in a social life? Isn’t your life
too crazy? When do you watch TV?”
I hardly ever watch TV. TV bores me. What excites me? Starting fresh. I love new
notebooks, new pens, and new projects. Whether it’s taking on a new client or a new
hobby, I dive in, loving the strategizing and imagining the transformation ahead of me.
And then I like the doing. But after things are running smoothly for a while, I’m ready for
a new challenge.
Doesn’t that sound like a perfect job for a marketing consultant? I come in, turn things
around, and move on to the next client who needs me. In the life I’ve created for myself,
every day is different. Some days I’m speaking at a conference. Some days I’m writing until
2:00 a.m. I am constantly switching gears between different clients and projects. What
would drive other people insane is perfect for me.
24 SUMMER 2017 | THEPARTNERCHANNEL.COM