How to make a living while you’re making a difference. A weekly show for independent professionals who want to go from six-figures to seven while increasing their impact on the world.
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Moving From Execution To Strategy
Are you ready to move from execution to strategy?Talking PointsHow to get out of execution when you get stuck3 layers of strategyWhat would cause someone to want to move from execution to strategyWhen the client suggests features that won’t workHow to sell and price strategyOpportunity costSeparating clients who are interested in strategy from those who aren’tWhy people in the strategy space are neededDeveloping the language to get more strategy clientsIf you’re an authority, you’re likely to attract a lot of people who want your advice, opinions, and plansIt’s more difficult to be an authority if you’re all about executionWhether or not you have to keep consultingWhy you don’t need to know 100%Quotable Quotes“There is an execution piece and there is a strategy piece, and you can think about any place along that curve, you can set your business.” –RM“Strategy is probably one of the most misused words that I get questions about.” –JS“Don’t pretend you’re doing strategy when that’s not what you were hired for.” –JS“I’m going to argue that we have a real need right now for people in the strategy space.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
Moving From Execution To Strategy
Are you ready to move from execution to strategy?Talking PointsHow to get out of execution when you get stuck3 layers of strategyWhat would cause someone to want to move from execution to strategyWhen the client suggests features that won’t workHow to sell and price strategyOpportunity costSeparating clients who are interested in strategy from those who aren’tWhy people in the strategy space are neededDeveloping the language to get more strategy clientsIf you’re an authority, you’re likely to attract a lot of people who want your advice, opinions, and plansIt’s more difficult to be an authority if you’re all about executionWhether or not you have to keep consultingWhy you don’t need to know 100%Quotable Quotes“There is an execution piece and there is a strategy piece, and you can think about any place along that curve, you can set your business.” –RM“Strategy is probably one of the most misused words that I get questions about.” –JS“Don’t pretend you’re doing strategy when that’s not what you were hired for.” –JS“I’m going to argue that we have a real need right now for people in the strategy space.” –RM
Five Ways To Specialize
Get ready to specialize!Talking PointsFocusing on a smaller market may seem counterintuitive, but establishing a niche worksHorizontal specializationIt’s easy to think of horizontal specialization firstPitfalls of thinking too much about yourselfConsider trainingPlatform specializationHow platform specialization differs from horizontal specializationPiggybacking off of a platform’s marketingVertical specializationNiches that you can ownClients are more concerned about competence than whether you work for competitorsDemographic specializationPower of demographic specialization if done correctlyHow demographic specialization can creep up on youPsychographic specializationWhat psychographic specialization meansAttributes of your ideal clientsQuotable Quotes“Trying to sell anything to everyone is like selling nothing to nobody.” –JS“You can be excited about a trucking company. You might have a story to tell about why you’re excited about that.” –RM“The better the website, the better the leads.” –RM“I think it’s pretty clear that in the beginning, you’re thinking way more about yourself, and then as you get to the end you’re thinking way more about the other person.” –JS
Five Ways To Specialize
Get ready to specialize!Talking PointsFocusing on a smaller market may seem counterintuitive, but establishing a niche worksHorizontal specializationIt’s easy to think of horizontal specialization firstPitfalls of thinking too much about yourselfConsider trainingPlatform specializationHow platform specialization differs from horizontal specializationPiggybacking off of a platform’s marketingVertical specializationNiches that you can ownClients are more concerned about competence than whether you work for competitorsDemographic specializationPower of demographic specialization if done correctlyHow demographic specialization can creep up on youPsychographic specializationWhat psychographic specialization meansAttributes of your ideal clientsQuotable Quotes“Trying to sell anything to everyone is like selling nothing to nobody.” –JS“You can be excited about a trucking company. You might have a story to tell about why you’re excited about that.” –RM“The better the website, the better the leads.” –RM“I think it’s pretty clear that in the beginning, you’re thinking way more about yourself, and then as you get to the end you’re thinking way more about the other person.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
Who You Need On Your Team
Who do you need on your team?Talking PointsThe different categories of assistants you needThe right handHow many of the things an assistant could be doing are you doing yourself?Your cheerleadersYour drill sargeantsCoachesPeer groupsA few sagesGrowing through reading books, listening to podcasts, and finding personalities that communicate in a way you understandBinging on contentCrossover between sages and brandingChanneling people you admireTaking inspiration from someone vs. copying or impersonatingRecognizing the ways in which you are differentCharging for the things that come easily to youQuotable Quotes“I think it all boils down to what you feel you need to push you, or to keep the momentum going if you’ve already got it started—you just want to keep feeding the fire.” –RM“When you’re at an inflection point of some kind, it can be paralyzing.” –JS“When you get right down to the content, the core content, there’s not that much different between Gary V. and Seth Godin. But there’s a huge difference between them.” –JS“Who do you really admire in terms of the content that you absorb? Because that tells me a lot.” –RMRelated LinksCompany of One by Paul JarvisSeth Godin
Who You Need On Your Team
Who do you need on your team?Talking PointsThe different categories of assistants you needThe right handHow many of the things an assistant could be doing are you doing yourself?Your cheerleadersYour drill sargeantsCoachesPeer groupsA few sagesGrowing through reading books, listening to podcasts, and finding personalities that communicate in a way you understandBinging on contentCrossover between sages and brandingChanneling people you admireTaking inspiration from someone vs. copying or impersonatingRecognizing the ways in which you are differentCharging for the things that come easily to youQuotable Quotes“I think it all boils down to what you feel you need to push you, or to keep the momentum going if you’ve already got it started—you just want to keep feeding the fire.” –RM“When you’re at an inflection point of some kind, it can be paralyzing.” –JS“When you get right down to the content, the core content, there’s not that much different between Gary V. and Seth Godin. But there’s a huge difference between them.” –JS“Who do you really admire in terms of the content that you absorb? Because that tells me a lot.” –RMRelated LinksCompany of One by Paul JarvisSeth Godin LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
When Your Niche Turns Into A Rut
What can you do when your niche turns into a rut?Talking PointsAre ruts always bad?What to do when you feel stuckNarrowing your niche may help you get out of a rutImportance of picking the right nicheHow to identify the group that you’re trying to serveLooking beyond the edges of your rutYour unique twist on your specializationThinking more broadly about your skillsBeing adamant about both your audience and your service might get you stuckConsider your systems and habits and whether they’re working for youThe ten-day systems challengeWhen you need to fire a clientWorking with clients you likeExperimenting with new tacticsQuotable Quotes“It may be that your niche is still too broad.” –RM“The niche isn’t just who you’re serving and what industry it’s in. It’s all those other things that are how you uniquely bring yourself to market with your audience.” –RM“I’m against time sheets. I’m not against time tracking.” –JS“The engagement will not last forever. You don’t want it to. That means you’re not growing.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
When Your Niche Turns Into A Rut
What can you do when your niche turns into a rut?Talking PointsAre ruts always bad?What to do when you feel stuckNarrowing your niche may help you get out of a rutImportance of picking the right nicheHow to identify the group that you’re trying to serveLooking beyond the edges of your rutYour unique twist on your specializationThinking more broadly about your skillsBeing adamant about both your audience and your service might get you stuckConsider your systems and habits and whether they’re working for youThe ten-day systems challengeWhen you need to fire a clientWorking with clients you likeExperimenting with new tacticsQuotable Quotes“It may be that your niche is still too broad.” –RM“The niche isn’t just who you’re serving and what industry it’s in. It’s all those other things that are how you uniquely bring yourself to market with your audience.” –RM“I’m against time sheets. I’m not against time tracking.” –JS“The engagement will not last forever. You don’t want it to. That means you’re not growing.” –JS
Wrestling with Imposter Syndrome
Are you wrestling with imposter syndrome?Talking PointsWhy you feel imposter syndromeUsing your fears like a compassThe authority mindsetTaking feedbackRecognizing when something is a learning experienceDeciding what’s best for your audience and how to have the maximum impactFeeling uncomfortable is a sign that you’re going in the right directionThe confidence that comes with overcoming imposter syndromeForming habits that force you to put yourself out thereThe difference when your ego isn’t on the lineGetting nervous about a pitchQuotable Quotes“If you want things to be better you have to change something.” –JS“It’s harder to break through with your ideas and your content if you’re holding back.” –RM“If nothing you’re doing is scary, that makes me nervous.” –JS“Who wants to work with a know-it-all anyways? We love to work with people who ask us questions.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
Wrestling with Imposter Syndrome
Are you wrestling with imposter syndrome?Talking PointsWhy you feel imposter syndromeUsing your fears like a compassThe authority mindsetTaking feedbackRecognizing when something is a learning experienceDeciding what’s best for your audience and how to have the maximum impactFeeling uncomfortable is a sign that you’re going in the right directionThe confidence that comes with overcoming imposter syndromeForming habits that force you to put yourself out thereThe difference when your ego isn’t on the lineGetting nervous about a pitchQuotable Quotes“If you want things to be better you have to change something.” –JS“It’s harder to break through with your ideas and your content if you’re holding back.” –RM“If nothing you’re doing is scary, that makes me nervous.” –JS“Who wants to work with a know-it-all anyways? We love to work with people who ask us questions.” –RM
The Publishing Challenge
Are you ready for the publishing challenge?Talking PointsThe 5 in 5 publishing challengeHow writer’s block relates to your audienceDeveloping the discipline to create habitsWhat to write aboutBeginner’s mindFiguring out what pain your expertise can solveExperimenting with different marketsPassing on your knowledgeDifferent ways to leverage what you doScheduling interviewsAudience preferences for different mediumsHow long published work should beNarrowing it to one ideaQuotable Quotes“If you feel like you have writer’s block, double-check that you really have a clear idea of who you’re writing for.” –JS“I would say, go with where your passion and your heart is, related to your area of expertise.” –RM“Find pains, find questions, and just answer them.” –JS“I think the key is to just put it out there and to have the feeling that we all have when you hit that publish button.”–RM
The Publishing Challenge
Are you ready for the publishing challenge?Talking PointsThe 5 in 5 publishing challengeHow writer’s block relates to your audienceDeveloping the discipline to create habitsWhat to write aboutBeginner’s mindFiguring out what pain your expertise can solveExperimenting with different marketsPassing on your knowledgeDifferent ways to leverage what you doScheduling interviewsAudience preferences for different mediumsHow long published work should beNarrowing it to one ideaQuotable Quotes“If you feel like you have writer’s block, double-check that you really have a clear idea of who you’re writing for.” –JS“I would say, go with where your passion and your heart is, related to your area of expertise.” –RM“Find pains, find questions, and just answer them.” –JS“I think the key is to just put it out there and to have the feeling that we all have when you hit that publish button.”–RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
Getting Better Clients
How can you get better clients?Talking PointsGetting clients who will trust you more and pay you moreWhat can happen when you take on a bad clientImproving your client base as you goNarrowing your nicheHow taking on clients outside of your niche may affect your businessHow your point of view and messaging informs which clients you attractBeing responsive to how your target reacts to your messageMake a list of dream clientsDraw boundaries of who you won’t work forFigure out the best way to get your message outImposter syndromeAsking business outcome questionsDefining better clientsNot playing small ballStrategizingKnowing what to say no toLooking at what people you admire are doingKnowing what it is that you do bestQuotable Quotes“Every client you take on, you want it to be better than the last one.” –JS“Each one will teach you something that you didn’t know before about how to attract that client.” –RM“Courage is acting even though you feel the fear.” –JS“We have to have this headspace that says we’re not going to play small ball. This is the major leagues.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website | Ditcherville | LinkedIn | Twitter
Getting Better Clients
How can you get better clients?Talking PointsGetting clients who will trust you more and pay you moreWhat can happen when you take on a bad clientImproving your client base as you goNarrowing your nicheHow taking on clients outside of your niche may affect your businessHow your point of view and messaging informs which clients you attractBeing responsive to how your target reacts to your messageMake a list of dream clientsDraw boundaries of who you won’t work forFigure out the best way to get your message outImposter syndromeAsking business outcome questionsDefining better clientsNot playing small ballStrategizingKnowing what to say no toLooking at what people you admire are doingKnowing what it is that you do bestQuotable Quotes“Every client you take on, you want it to be better than the last one.” –JS“Each one will teach you something that you didn’t know before about how to attract that client.” –RM“Courage is acting even though you feel the fear.” –JS“We have to have this headspace that says we’re not going to play small ball. This is the major leagues.” –RM
Seth Godin - The Generosity of Authority
Seth Godin joins us to explain the generosity of authority.Talking PointsWhat “authority” means to SethThe first things that Seth thinks of when it comes to funding a missionTwo different gamesWriting every dayLevels of freelancingImposter syndromePodcastingAkimbo workshopsComfort zone vs. safety zonePublishingWord of mouthWriting a bookFinding your alignmentMaking a decisionQuotable Quotes“The more they charge, the more authority they actually get.” –SG“If you win the game to be the most generous, then you earn the privilege in the area where you seek to have authority, to exchange status.” –SG“If you’re not feeling like an imposter, I would argue, you’re not working hard enough.” –SG“If you think your secret is what people are paying for, you’re crazy.” –SGRelated LinksSeth GodinAkimbo WorkshopsTranscriptJonathan StarkHello and welcome to the Business of Authority. I'm Jonathan Stark.Rochelle MoultonAnd I'm Rochelle Moulton.Jonathan StarkAnd today we are joined by legendary marketer Seth Godin. Seth, welcome to the show.Seth GodinThank you for having me.Jonathan StarkThank you so much for joining us. I'm very excited about this conversation. I've been thinking about it for two years, so I'll try not to pummel you with random questions that are too weird but the first we want to start with, given the show title, it's the Business of Authority, what does the word authority mean to you in the context of a business?Seth GodinThat's a great place to start. I don't think it means what most people use the word authority to mean. Authority usually means what a manager has, which is power, which is the ability to get other people to do what want even if they don't want to do it. I would say that in your case what we're actually talking about is reputation. What we're talking about is a variation of trust, which is trust to the power of provability, meaning not only do I trust you but I can go to my partners, my bosses and my employees and insist that they trust you as well because you have earned that through your reputation.Jonathan StarkYes, I love the distinction. It's not the boss kind of authority. You will "respect my authorita", fabulous. Okay, so what are first things that come to mind when someone is starting to establish authority? I think it happens over time, has a lot to do with, like you said, trust and that trust has to exist in something and that something is the audience. So, you're on a mission and authority is on a mission. They're moving toward a vision that they see in the future. They're trying to lead people to that goal. What are the first things that come to mind when you think about funding that mission by building a business around it so that you can keep doing it?Seth GodinThere was a pre-question which I'll do first. Yes, as you pointed out it is in the eye of the beholder. There's a funny joke, being headed executive gets bumped off a flight on Delta and marches up to the counter and says, "Do you know who I am?", and the person behind the counter gets on the PA system and says, "Medical alert, we have someone with amnesia at the front desk. He doesn't know who he is." If she doesn't know who you are then it doesn't matter who you are and this is the McKinsey Trap. The McKinsey Trap is you're getting paid X number of dollars at McKinsey and you realize they're marking you up 4X, so you quit McKinsey and go out on your own and you can't even get paid a quarter of what you used to get paid. Well, it's the same consultant giving the same advice, so why is there a 16X difference in the comp. The reason is because when you hire McKinsey you are not buying advice. You are buying the privilege of telling the board what McKinsey said and that's what they sell. That is my current definition of useful authority in this case. It has nothing to do with proving you are right and everything to do with the mantel that you have earned in the eye of the consumer.Seth GodinNow, what that gets us is to is this whole riff about status roles because status roles are everything in our culture. Who's up? Who's down? Who gets to eat first? Why is someone dating a supermodel? Why did you buy that car? What neighborhood do you live in? All of these are status exchanges where we are trying to buy safety, or leverage or authority by acquisition of something that gives us a sense of status, so McKinsey maintains their status by acting like a diva, by not making sales calls, by charging extra. The more they charge the more authority they actually get and so while we may be tempted to hustle to get our authority, to somehow prove that we are right we are actually giving up authority when you do that because in our culture the signals that come with authority are not the same as the signals that come from the desperate chase of proving you're right.Jonathan StarkYeah and that's something we talk about all the time. I think the tricky part for people who are listening who probably agree with that, it's like, "But you can't start off by acting like a diva", right? I mean, that doesn't seem to track. There has to be this sort of progression where there's trust built and then later when you're IDEO and you've got every Fortune 500 logo on your homepage and they're all amazing brands, at a certain point it feels like you reach a critical mass and you can maintain that authority position with these status games that you just referred to. Is that the way you start though? You just go out on your own and you play hard to get with your clients. That doesn't seem like it would work.Seth GodinCorrect, another great insight. In fact, there's two games and I just described the second game. The first game is a completely different game. It is not a junior version of the other game. It is the game of who can be the most generous, that if you win the game to be the most generous then you earn the privilege in the area where you seek to have authority to exchange status.Seth GodinSo, I'll use my example. Not because I have an enormous amount of authority because I haven't sought to do that but you blog every day for a thousand days in a row. That's free. You make YouTube videos. That's free but then someone calls you up to give a speech. That's not free. That's expensive and what that means is you don't give speeches for a while because you're not willing to give a $500.00 speech because people who have something to say don't give $500.00 speeches. You will give a free speech at Ted. You will organize your own conference. Organizing a conference is generous but if you want me to get on a plane and come give a speech to your organization, that's expensive and I'm fine if you don't want to buy it because I got other things I can do that are generous instead.Jonathan StarkWell, that tracks with our normal story here, that's for sure. You may or may not know this but both Rochelle and I are daily emailers inspired by you and a friend of mine, Philip Morgan. It's transformative on your business. It's not just in the sense of you're "giving away the farm" so to speak in a particular format and being generous and sharing the ideas, honestly I think of it every day as "who can I help today," how am I going to help them, what can I write today that's going to help the kind of person who's on my list. That's great and it leads to all the things we're talking about, the expensive speeches for example, but the thing about it that it is not obvious from the outside is that i...