Perfection and the craft of business

When it comes to learning, “get rich quick” is wrong. Sorry.

The Internet has made it easy to learn the basics of anything. Whether you want to know the fundamentals of SEO, social media, or salsa dancing, sites exist to help you build from the basics. But mastery of a topic takes time and – more importantly – effort. You’ll never accidentally be great at something.

That doesn’t mean you can’t accelerate your learning. You can. As Fortune notes, “The critical reality is that we are not hostage to some naturally granted level of talent. We can make ourselves what we will.” But learning is a process. And it will only happen as quickly as you are able to take information out of the world and into your head, into your hands. Business is a craft. Marketing is a craft. E-commerce is a craft. Craftsmen years ago drafted apprentices to pass along that craft and expected those apprentices to learn, to know the craft, before presenting themselves to the world as masters. But how can you learn? How can you know? The simplest way is to follow the PRRO (Plan, Research, Rehearse, Observe) method. Here’s how it works:

1. Plan. What is your goal? What do you want at the end of your study? Not just small “g” goals. Big, clear, concrete, measurable Goals. Define what you mean by “I want to be a great marketer” or “I want to rock at SEO” before you begin. Set a target, like, “I will grow traffic and sales I get through my website by 300% in the next twelve months using SEO techniques.” (Yes, that is a Big Goal. You want to be great, right?)
2. Research. Find out who the masters are and get your hands on everything they’ve got to say. How to find out who the masters are? Ask people. Search the topic on Google. Go to your local library and find books. Match the types of learning to your learning style. Learn best from hands-on? Develop and run a pilot program. Don’t get much from book? Take a class. Don’t take self-ascribed experts solely on their word, though. Question, constantly, whether what they prescribe works in the Real World. Your Real World. Then apply what works.
3. Rehearse. Rehearsal isn’t just practice. It’s practice to ensure you got it right. My sophomore voice teacher used to say, “Practice does not make perfect. Perfect practice makes perfect.” Fortune Magazine calls it “deliberate practice.” The point is, if you’re not measuring whether you did it right, you’re not doing it right.
4. Observe. Did you make progress towards the Goal? No. Why not? Adjust and Do It Again. You did make progress towards The Goal? Good. Why? Adjust and Do It Again.
5. Repeat. OK. I left this out of the acronym. PRROR is problematic to pronounce, whereas PRRO is, well, better. But assuming you haven’t reached The Goal, you need to repeat the steps to continue to close the gap. You did reach The Goal? Good for you. Enjoy your success for a moment. Then start again on a new Goal.

Developing from apprentice, to journeyman, to master takes effort. Focused effort. Concentrated effort. Measured effort. But you’re capable of it. Look at what you’ve achieved so far. Now, take the next step. Become a PRRO.