08: Looking Like A Specialist
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
Anywhere you do pro-bono education work
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”
I help X accomplish/solve Y
Bland category + spicy POV
X for Y