08: Looking Like A Specialist

The moment after you decide to specialize your business, nothing changes and everything changes. Nothing at all in the physical world changes – there hasn’t been enough time for these changes to show up – but the future course of your business changes significantly. The first physical change a new specialist will make is in how they communicate to the market about their business.

• You want to be both clear, distinctive, and memorable. Too much striving for clarity can confuse and reduce memorability tho.

  • Places to be memorable

    • Web site

    • Your network

    • Social media/LinkedIn

    • Anywhere you do pro-bono education work

• Credibility

  • You do not have to be a total purist about what work you accept. Too much dilution, though, delays getting to the point where you’ve “seen it all”

• Useful formats

  • I help X accomplish/solve Y

  • Bland category + spicy POV

  • X for Y