The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth

“clarifying our insight and helping you see what it’ll be like to work together”

When I looked deeper into why that was the case, I discovered that they just had a swagger combined with a killer instinct. They had that certain confidence that some other firms lacked, and their success came in spite of their positioning and not because of it. Even more contradictory to my initial thesis is that these poorly positioned firms were

You can look at accessibility, too. “Click here to schedule an introductory call.” Or at how eager they are to give away their expertise. “Contact us for a free assessment of your [fill in the blank].” All that is such bullshit and it devalues what you do.

Do they offer to make all sorts of accommodations to win the account or keep it? Are they making promises about how flexible and easy to work with they are?

When I looked deeper into why that was the case, I discovered that they just had a swagger combined with a killer instinct. They had that certain confidence

More specifically, your expertise business exists for three reasons, in this order: to make money, to move the needle on behalf of clients, and to create a culture where people can thrive.

That’s part of having an impact on your world: making decisions and not simply reacting to what the world wants from you.

world citizens,

I had to let the marketplace send them that message, over and over again. For that to happen, they needed a steady stream of opportunities. And for those to show up on their doorstep, they’d need positioning.