It is the basis of our deep expertise. Our opportunity for profit margin in the engagement is greatest in these first two phases and diminishes from there.

We need not be smarter or more creative than our competition, only more focused. Focus is powerful, but it is just the first step in building deep expertise. Other steps follow.

The proof that we desire to build, and that our future clients need to see, is rooted in our skills, capabilities and processes. These are things that we must never cease to build – assets to which we must never stop adding. Let us explore some means we have available to us to deepen our expertise.

The further we progress into the buying cycle, the more the proof of our expertise aids us. Without proof, we find ourselves having to pitch – having to begin to solve the client’s problem as proof of our ability to solve his problem.

we make a promise to ourselves that we will see how far we can go. We commit to deepening our expertise, rapidly and forever, so that we can find out just how good we can become.

Putting one foot in front of the other, we begin by choosing a focus and articulating a claim (the first proclamation). Then we change the way we sell (proclamations two through five). We become selective about our new clients and the work we do for them (the sixth proclamation).

The truth about the average human being is that, regardless of what he claims to want, he will avoid the difficult decisions and the undesirable tasks, even if they represent the path to the outcome or future he desires. The proven reality is that most people will change their desires, even their values, before they will change their behavior.

Those that do not claim meaningful territory are rarely attacked. What is there to defend, after all? This is one of the indulgences of the generalist: it is an easier life. It is not as lucrative. It is not as fulfilling. It is, however, easier. Nobody attacks the unthreatening generalist.

First we select a focus, we then articulate that focus via a claim of expertise, and finally we work to quickly add proof to our claim.