There were two separate but related viral stories on social media this past week.

The first was video of a college freshman’s dorm room that had been made over by a professional interior designer.

Separately, there was a story of parents hiring high-ticket coaches to help their children rush college sororities.

What do you think of these stories? As you might imagine, most of the comments were negative. Responses were a mix of “back in my day” comparisons or loathing over the excess and entitlement many felt were represented by $20,000 dorm room makeovers and $10,000 sorority coaches.

Perhaps there is truth in those feelings but I try not to make it a habit of judging how other people spend their money. We all value things differently. I’m sure those same people would be appalled in ways each of us spend our money.

I first felt a bit of sticker shock when I heard about the $20,000 dorm room makeover as well, but I soon wondered what interior designer figured out this market? I saw many comments related to my first impression but almost none to my second observation.

Why is that?

It’s because we all suffer from something known as Main Character Syndrome. An affliction that can prevent us from realizing opportunities to sell our own products and services.

Main Character Syndrome is when we view ourselves as reality’s main character. It’s rooted in Egocentric Bias, the tendency to assume others view the world and its events the same way we do.

Often you might be correct but you also risk missing opportunities staring you in the face.

I often say we all walk past million dollar ideas every day and don’t notice them. Main Character Syndrome is often the reason why.

I can only imagine the number of interior decorators in major college towns that never thought to apply their trade to dorm rooms.

So how can we open our perspective and avoid the Main Character Syndrome trap?

I’ve written before about how most businesses don’t understand what business they’re actually in.

Most interior designers missed the dorm room opportunity because they thought they were in the business of making beautiful spaces.

For certain they are but a nice room isn’t the reason parents are paying up for dorm room makeovers. What the interior designer is providing is a sanctuary and home away from home for the student in order to ease the separation anxiety of the parent.

The interior designer is as much a therapist as a decorator. They’re not just selling complementary colors and a well placed throw pillow. They’re selling peace of mind.

Instead of focusing on your product’s or service’s features, think about the problem they solve. More importantly, identify the related emotions others experience when you solve their problem.

By doing so, you’re framing your offering to a warm identity instead of cold features.

Often times opportunities arise because we are part of a niche where we can apply our skills. It wouldn’t surprise me to learn that the interior designer who was first paid to decorate a dorm room was one who had done it for their own kid. Other parents saw the product and asked, “Could you do the same for my kid?”

What niches are you or someone you’re close to part of?

Write down your hobbies, professional associations, friend groups, habits, etc. Those are all niches and possible growth areas where your offering might find new life.

Think about the identity framing for each group. What problems do they have and what emotions are tied to those problems that could be addressed by your product or service?

I would bet another reason most interior decorators never pursued dorm rooms, even if they’d thought of it, is they assumed it wouldn’t be worth their time. Dorm rooms are small spaces and much of the furniture (where interior designers make money on markups) is already provided.

Again, that’s the main character lens of an interior designer and not the lens of an anxious mother.

The mom is willing to pay way more than the markup on a $200 desk. She wants to feel that her daughter is spending her first year away from home in a sanctuary and not the dank cells most of us remember.

Before you let the “It’s probably not worth it” thought creep in, again consider the problem and how much the other person is willing to pay to solve it.

You’re pricing has to be re-framed along with your offering.

I often find myself falling into the Main Character Syndrome trap but a simple question helps me move out of it.

I ask myself, “Why would someone want that?” Not in a snarky way, but with genuine curiosity.

It helps me uncover how people might value things differently and the emotions behind it.

I’m also spending more time thinking about the niches I belong to. I wonder what is unique about them and what problems and emotions are associated with belonging to the group?

For example, I left a big corporate job to pursue entrepreneurship. That’s a niche. Interestingly, there is a niche called ETA or Entrepreneurship Through Acquisition. These are people who are searching for businesses to buy so they can leave their nine-to-five.

They are potential clients for my business valuation and due diligence platform, Valotare.

I understand the problem they’re trying to solve and the emotions behind it. They yearn to be their own boss while also feeling anxious about not making a mistake and buying the wrong business.

Avoiding the mistake is worth a lot to them.

Do the same for your business this week. You might discover your own version of the Dorm Room Makeover.

My goal with The Leap is to provide you each Saturday with the knowledge, tools and lessons learned to help you get started and keep going toward building your future. 

Whether you are making the leap to startups, solo-entrepreneurship, freelancing, side hustles or other creative ventures, the tools and strategies to succeed in each are similar.