It’s not often you release that you’ve gone down the wrong path. But you can always steer back into familiar territory when things become clearer.

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Transcription

Okay, well my eyes are still kind of irritating me, so I'll be rubbing them now and again.

I want to talk about how naive I've been, and I've kind of recently realised in a past week or so, about me pivoting away from IT to tech.

Now, for 30 years, for over 30 years, I've been known as the IT guy. More specifically, the Apple IT guy. Even more specific to that, the Mac junkie, the Mac Apple guy.

And I already had a niche. I already have a niche. I've had a niche forever. And that's why I was always hired, even by companies.

They're like, okay, we need an Apple guy.

I was at ITN. I was called in because I was the Apple guy. I was called in to companies because I was the Apple guy, the MacJunky.

And the recent change over the years, I've recently changed to being the 'Tech Guy'. And I think I've made a mistake doing that.

And I'll explain from my, from my point of view, IT is a specific thing, ICT, IT, you're the computer guy, you go in and do it.

I didn't want to be known as the computer guy, so I changed over to the tech guy, being the Tech Minimalist, helping people minimise the impact tech has.

Now, I do that, or I did that anyway with the Apple stuff. I always told people to use less apps and stuff. You know, set it up in a simple way.

But I wanted a phrase to encompass that, hence Tech Minimalism. The problem is, recently in the world, the world of tech, has become so ass over backwards.

I don't want to be associated with that anymore, the tech side of things. So choosing a name for your business, for your services, is so, so vitally important.

Now, it doesn't matter to a lot of people, whether it's IT or tech.

I get it, but to me, I've seen so many assholes in a tech space, I don't want to be associated with them. Same with the fake guru thing, same with selling courses, same with being a mentor, or selling coaching.

I don't want to be, I don't want anything to do with that.

Not only that, because I was the Mac junkie, the Apple IT guy, the IT guy, people knew exactly what I was doing.

Now when you say a Tech Minimalist, they're intrigued and I want to know what you do. So I explain it, but it's so hard to explain it and put it on a website to explain it in such a way where there's no friction.

And the whole point is to get rid of friction.

Doesn't matter what I'm doing, whether it's my personal life, my car, my dog, whatever it is in my life, I want it to be as simple as possible.

After all, I 'Make IT so simple, it's invisible'. So I don't want the friction to be there.

The friction I'm getting at the moment, and this is the things that I've been trying to learn from marketers and landing page experts and stuff, is when someone goes onto my website, they're intrigued, they call, we speak, but it's so difficult to explain what I do on a landing page.

That's why they call.

When they call, generally I sign them up, it's fine, but the friction for me is I don't want there to be any friction for the prospect, the client, the person reading the website.

So that's where the 'Tech' side, irritates me.

So I'm wondering if that's hindering certain things, that's the thing that's actually causing the friction, or I'm thinking out loud and this is kind of going into the void for no reason.

I don't know. I'm thinking about it. My eyes are thinking about it. God damn, my eyes are so annoying!!

Let me know your feedback. It'll be interesting.

What do you think you could simplify with your business. Is there something that's causing friction on your website? Because it seems that there is for me. It's a feeling that I have.

But anyway, I'm going to go and rub my eyes again.

I'll see you next time.

God damn, these eyes.