I’ve gotten my hands on another great read, The Gig Economy by Diane Mulcahy. It’s got excellent advice for all of the sole proprietors and freelancers working in today’s market. Topics like networking, risk management, and creating the right type of lifestyle through your business are all touched on. I feel as though if you work as a contract climber or consultant in the arboriculture industry, or provide any type of freelance work either full or part-time, this book can really freshen up your view of the potential success and direction for your business. But really, any independent contractor will find this a beneficial resource.

“We are now part of the ‘hustling class’, always looking for work, evaluating and updating our skill and value, and staying aware of potential future opportunities. We have to regularly scan the market to evaluate what changes are taking place, what skills are needed, and what value we can deliver. That way, when it’s time to move on to our next job, consulting project, assignment, we have up-to-date ideas about what we want to do next,” (Mulcahy 52).

We absolutely need to stay fresh.

Hustlers. Every small business owner in the world can identify with it means to hustle. It speaks volumes about who the freelancer is, and about the success they experience. And also the idea of updating our value. Every arborist can understand how important credentials like the ISA and TCIA certifications can be when translating value to clients. The more we learn, the better we can educate our clients. We hear the belly-aching all the time, how a lot of tree owners (our clients) just ‘don’t get it’. Is it the clients fault though, that we, as experts, can’t educate them?

In terms of investments and fixed costs, Mulcahy reminds us that “keeping our fixed costs low and manageable so the income needed to cover them is reasonably easy for us to earn” (54) is important. Remember, in the gigging world, there may be more time off in between projects. Without the baggage of debt, and a firm grasp on our expenses, we can be more flexible with our time as operators. “We have a plan for variable income, and keep our fixed costs low to weather our changes in earnings” (54).

The possibilities in networking are also very interesting. Here’s a great concept from the book: Inbound Marketing. “Traditional inbound marketing relies on potential customers being ‘pulled’ to the company by interesting and relevant content the company creates,” (67). We see inbound marketing strategies all over social media nowadays; companies are painting a picture constantly of who they are. People seek you out. How do you want to be portrayed? We can be very tactical in the way we portray ourselves and our business and our skills to people. If you are most interested in consultation work, or plant health care, you can flood that onto social media. People can filter through. They want you before they’ve even met you because of the image and personality you create for yourself. Of course, anything can be a double edge sword, but there are big benefits in exploring inbound marketing strategies. For the sole proprietor, it’s one of the most economical forms of advertising.

The gig economy is made up of very highly skilled people. And most operators have mastered several skill sets in order to operate independently at an even higher level. Mulcahy writes, “the Gig economy is a skills-based economy. More than degrees, titles and other traditional markers of success, the new labor market is a market for the specific, demonstrable skills and abilities we can bring to potential employers and clients,” (50). It’s simple, the better we are at what we do, the more work we can get. In the case of a highly skilled laborer like a production climber, it’s critical to be competitive. The faster you are, the safer you are, the more money you can make for someone, the more money you can save someone, the more stress you can relieve from someone, the more valuable you are. Big time players make big time plays. By perfecting your skill set, you also build security for your business. You create what Mulcahy calls a “pipeline of opportunity”. And with good business comes respect. And as we know though, respect is not an easy thing to earn.

Not to spoil the book, but here are 10 Rules that Mulcahy lays out early on in the introduction:

1. Define your success.
2. Diversify
3. Create Your Own Securtiy
4. Connect Without Networking
5. Face Fear by Reducing Risk
6. Take Time Off between Gigs
7. Be Mindful About Time
8. Be Financially Flexible
9. Think Access, Not Ownership
10. Save For a Traditional Retirement, But Don’t Plan On Having One.

 

I think what draws everyone to owning a business is the ability to create the life you want. I don’t want to use that old fashioned term ‘the American Dream’, but somewhere deep down inside every small business owner is a feeling of accomplishment from being homemade. It’s a burden and a freedom all the same. It’s always a growing organism as well. Mulcahy uses the term ‘ecosystem’ often were referring to the gig economy she defines. It’s because in business, just as in nature, everyone has a place. Ultimately, you can choose where it is you best fit in based on how wild or tame you want to live. The power and the choice to define that is ours.

A good question that Mulcahy poses: What would you want the book about your life to titled?

Start writing that book today.