Developing a point of view is a long journey, and it’s not easy. But it’s a more forgiving path than specializing.

In every industry there’s typically some kind of received wisdom that sounds like good rational advice but simply doesn’t hold up when faced with reality. The trick is to look for advice that is “not even wrong” - advice that is correct in a certain sense but fundamentally unhelpful when applied to reality.

• The Industry/Reality Gap

Looking at successful examples of 20% beef we see that there’s a common theme of analyzing the gap between theory and industry. The unique vantage point that the consultant has is the vantage point across multiple clients - sometimes across multiple industries too.

• 20% Beefs

20% beefs are like proof of experience - you can’t properly beef with an established way of thinking without first deeply understanding the orthodoxy. And I think this is the root of the power of 20% beefs - they demonstrate taste, point of view and experience all in one.

Two different approaches to finding your voice and point of view: “20% beefs” and the gap between industry and practice.

It’s hard to see which parts of your experience and opinions are distinctive and resonate without sharing them. In my experience, it’s rarely the big grand vision that people are attracted to but rather something more mundane and grounded - something that has a clarity and weight about it that is distinctive.

unlike specializing, developing opinions, crafting a point of view and building a vibe is an iterative, generative process - once you start trying out your voice there’s a feedback loop that helps you develop your voice and strengthen your point of view.

Part 2: How to cultivate a point of view

Building vibes is a different kind of work from specializing. You’re not just demonstrating expertise and competence but compatibility.