Domino's Isn't A Pizza Company

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And your job isn't your job. This simple mental reframing will help you focus on what's important.
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Josh Sultan
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Dec 10, 2021
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Domino’s isn’t a pizza company. Think about it, what’s the product or service they provide?
“um, pizza…”
Well yes, but actually no. Domino’s didn’t become a worldwide success because their pizza is better than everyone else’s. Rather, Domino’s success is down to them doing one thing very well.
Not pizza, but delivery.
Remember “30-minute guarantee or your pizza is free”? That policy was scrapped in 1993, but Domino’s are so consistently good at delivery that most people wouldn’t know it. You can bet that Domino’s has spent more time and money developing their delivery logistics than improving their pizza.
No, Domino’s isn’t a pizza company. It's a delivery company, that does pizza. It’s an important distinction and there’s a lesson in this that any small business owner needs to learn:
🍕
Your job isn’t your job.
When you tell people what your job is, what do you say? Software developer? Baker? Bricklayer?
Let’s look at two software developers. Sunita, who works on in-house applications at a big corporation, and Lars who develops his own apps for consumer use.
Both might have the same job title, but what’s the single most important thing that Sunita needs to do to get a promotion? Keeping the lights on isn’t going to cut it. You might say it’s networking or collecting technical certifications. Whatever Sunita thinks that thing is- that’s her real job.
Likewise, what does Lars need to do for his apps to be a success? Customers don’t really care what technical certifications Lars has, and networking isn’t a scalable way to sell your app. You might say that the most important thing for Lars to do is marketing.
That is Lars’ job. He’s a digital marketing expert who does apps.
🍕
Whatever you need to do every day to achieve your goal is your ‘real job’.
I introduce myself as a freelance writer, but what I do every day is build a business. That means marketing, pitching, networking- it would be the same if I were a freelance developer, plasterer, caterer- you name it. Writing is just the ‘flavour’ of my job.
Once you accept this, it can go a long way in keeping you on track for your goals.

“Hi I’m Josh, and I’m a…”

Identity matters to us a lot more than you think. What you do for work is often the second thing you tell new acquaintances, after your name.
Each time you tell people that you’re a [insert job title here] you cement your identity as someone who’s just keeping the lights on. Instead, introduce yourself as [whatever you need to do to achieve your goals] and reaffirm not only to those around you but to yourself what you should be doing every day.
Turn
“Hi I’m Josh and I’m a freelance writer”
Into
“Hi I’m Josh, and I’m building a freelance writing business”
Turn
“Hi I’m Sunita and I’m a software developer”
Into
“Hi I’m Sunita and I’m developing a new eCommerce platform for my company”
Turn
“Hi I’m Sam and I’m a baker”
Into
“Hi I’m Sam and I’m expanding my family-run bakery into a franchise”
Each time you do, you cement your identity as the person who shows up every day and does what needs to be done to get you one step closer to where you want to be. It’s one of the small habits you can develop to keep you focused on the right things.
What you are to the rest of the world is a poor reflection of you because what you are is dictated by what you’ve already achieved. If you want to stay focused on the next step, you need to introduce yourself by what you’re “doing”.

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