The Business of Authority

How to know when you’re ripe for starting a new specialty.Overcoming the challenges of changing your identity—how you see yourself in your business.Questions to ask yourself for clues to defining a new specialty direction.Recognizing when clients are actually pointing the way to a new specialty.How to tell a connected story to your buyers as you enter a new specialty.Quotables“The people that make the transition successfully are the ones that don’t get too attached to their role.”—RM “The first trick is being open to the identity shift.”—JS “The second hard thing is just recognizing the opportunity—even if you’re looking for it, it can be hard to identify.” —JS “The key is to connect the new thing that you’re doing to the old thing you did—in your mind and most importantly your buyer’s mind.”—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

How to get clear right now on your 20%. Decreasing the friction (time, process, money) of any actions that don’t fall into your critical 20%.A handful of ideas to leverage your time on activities that will deliver 80% of your results.Identifying the actions that are not fun, not easy and don’t contribute to your 80%—so you can stop doing them (or hand them off).Why freeing up headspace to focus on your 20% can make you not only more productive, but happier.Quotables“It’s clear to me that writing is the thing.”—JS “When we’re talking about building authority, it’s pretty hard to do it without writing.”—RM “For me, webinars are the thing that has been super productive…it’s fun, it’s easy, people love ‘em and they end up on my mailing list”—JS “Social media is a distribution system for your content. It’s a way to get a broader distribution of your content and entice people to sign up for your list.”—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

The value of starting small, including carefully curating the initial members you invite to your community.Growing your tribe organically by tapping into existing members and setting a consistent tone.How building an engaged community can build your authority quickly.How to position yourself (and your ideas) inside a community to increase your chances of being successful.How to think about the time you spend building community (hint: we’re talking business development).Where you’ll get your value as a member or community creator and why fostering more connections is good for everyone.Quotables“Growing a community…is not tons of work. It’s just a little bit of gardening-type work where you go out and weed the garden, water it a little bit and come back every day.”—JS “A community can be a warming plate—how you keep your people in motion or warming up until they’re ready to work with you.”—RM “If you’re looking for community and can’t find it, maybe you need to start it.”—JS “Part of building or engaging in a community is finding your people.”—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

When nurturing what you already have is more important than trying to reach a specific metric. How setting extreme goals can work provided they operate as motivation vs. a source of disappointment.The difference between progress metrics and success metrics—and how to use them to understand the trends in your business.Using social media metrics in meaningful ways.The relationship between business maturity and metrics.How the interrelationship of your services and products can impact how you measure both tangibles and intangibles.Quotables“When your estimate is kind of far off the actual, it can be extremely demoralizing.”—JS “Social media makes it so easy to measure someone by how many followers they have—but that’s not what matters. What matters is how does it move the needle on what you’re doing?” RM “You want to look for clients with more business maturity rather than less business maturity. Start-ups don’t have anything to measure—they have no numbers so there’s nothing to move.”—JS “Look behind the surface level of metrics so that you allow them to show you how you’re doing, but also to feed you in ways that are positive.” RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Why the extremes get stronger during massive change and why you don’t want to be in the middle.The real value of your brand and the experiences you deliver (vs. what you might think they are).How price aligns with value and the bargaining power of the market leader.Deciding which experiences and outcomes you want to promote.The value of being the head or the tail—and why as an authority the head is way more attractive.Quotables“When the internet comes for your industry…the middle gets destroyed.”—JS “The impact of the pandemic and people working from home is just going to accelerate the virtual nature of work.”—RM “Be Amazon or Apple.”—JS“As an authority, you want to be the head or the tail. The more you niche, the more opportunities you’ll have to be at the head.” RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

How a mailing list can be your saving grace.What to do if your business stinks right now.Using the level of difficulty in your services and products to decide where/how to invest your resources.The role of data vs. gut instinct in making key decisions.Timing the launch of your business changes to when your audience is most receptive to your message.Mapping out your year (and linking it to your website and other marketing collateral).Refreshing your marketing with email sequences and podcast episodes.Quotables“It’s time to make an assessment. What happens if we keep doing what we’re doing?”—RM “lf I was gonna make a better future for myself, I’d ask: what are the things I’m doing now that exhaust me and what would really excite me? How can I move over to the exciting things and still fund the mission?”—JS “What is the experience I want to give somebody who goes through 100 days (of my email sequence)—and how can I give them the opportunity to go deep when they want to?”—RM “The way to have a good podcast is to start with an OK podcast and make it better over time.”—JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

This week, Jonathan and I tackled a listener question: What’s the best way to set-up a supportive technical ecosystem—website, email, podcast, billing, etc.—for the first time?We addressed this question strategically and then offered some tactical feedback on various platforms and systems to support your authority business:Why email is the centerpiece of your ecosystem (hint: it’s your relationship-building device).Looking for perfection in your systems is a waste of time—find the ones that give you the functionality you need with a small amount of room to grow into it.Deciding what you want your website to do—and letting that guide you to the right messaging, platforms and technology. Why SEO rarely moves the needle when you’re selling expertise—and what to use instead.The systems and software that support building trust and intimacy with podcasts and video.Quotables“Of this list of things, I don’t think the website is the most important...in a heartbeat, I’d delete my website before I’d delete my email list.”—JS “Your website is the strategic representation of you out in the world—so what do you want that to look like?”—RM “Invent your own keywords instead of buying keywords people are already searching for.”—JS “You don’t have to automate everything—you can start small and then move up…don’t let perfection be the enemy”—RM LinksLater.com for Instagram LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

The idea for this week’s episode of TBOA came from none other than Mister Rogers (as in Mister Rogers’ Neighborhood) who articulated his big idea perfectly to journalist Tom Junod. How Mr. Rogers’ big idea changed the worldview of a cynical journalist—and how to apply the same framework to yours.A formula to start pinpointing your big idea (with a live example to see how it works in real life).Weaving the elements of a big idea into your marketing and branding.The psychic rewards from having your own business and the role your mindset plays in naming your big idea. Making your big idea crackle with emotion for your target audience.Quotables“A great big idea is really concise, really clear and really big.”—JS “Your big idea is focused not on you and what you do but on the result—the outcome, the transformation you deliver.”—RM “You know you’re onto something when you find the germ of an emotional reaction in your wording. You start thinking: that’s what I do—it makes me really happy and clients love these outcomes.”—RM “The less clear your big idea, the more drag there will be, the more waste there will be…if you can streamline your big idea, you can start zooming.”—JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Getting clear on the experiences and stories that have defined your life and your work (including an exercise to try on your own).Why you want to suspend judgment around your experiences and instead look for the connecting threads that your clients will value.Turning your experiences into powerful stories that align with your brand.Specific actions that allow you to go deeper with clients and prospects and (not coincidentally) sell more great-fit work.Using strategic graphic design to help translate your brand strategy into visuals (and how to choose a designer that is a good fit for you).Creating alignment between the experience of working with you and your stories, actions and visuals.Choosing powerful images that support your message.Quotables“Tactics work when they’re attached to strategy.”—RM“A lot of people—when they hear the word “brand”—think about the visual: a logo, colors, font…but that’s only a third of what we really mean when we talk brand.”—RM “It’s not a pitch. You’re not trying to impress anyone—you’re trying to find out if the client is a good fit for you.”—JS “Copying someone else’s visuals makes no sense—it doesn’t pass the sniff test.”—JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

NOTE: Rochelle and I recorded this episode before the terrible news about George Floyd hit. We both support the #blacklivesmatter movement and hope everyone will take action to support much needed change. Here’s a good place to start if you’re not sure how to help: https://blacklivesmatters.carrd.co/How to make selling the invisible—your services—tangible in the mind of your ideal buyer.Why once you reach a certain level of technical mastery, your most impactful investment won’t be in more technical knowledge. What will drive sales far more than the technical aspects of what you do.Using stories, actions and visuals to give your ideal clients a taste of what it’s like to work with you.Fixing any disconnects between your marketing/sales collateral and the actual experience of working with you.The advantages of podcasting in selling services.Quotables“We’re taking something that’s not tangible and trying to make it feel tangible to someone who’s not an expert at what you do. “—JS “Once you reach a certain level of technical mastery, increasing it won’t change how much you sell or how well you serve your clients.”—RM “Your client’s experience of how good you are is…going to boil down to your treatment of them and your relationship, not the actual nuts and bolts of what you do.”—JS “All of the small…decisions you make on your website telegraph who you are to your potential clients.“—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Learning to recognize (and redirect) the shiny ball syndrome.Is this an opportunity or a distraction: how to tell the difference.Getting comfortable experimenting with strategy-based tactics (knowing there’s no guarantee which ones will work).Why tactics used by others are data points, not a personal prescription.How focus—even boundary limits and some structure—can actually multiply your creativity and body of work vs. limit them.An example from Apple…Quotables“Decide where you’re driving and how you’re going to get there. Because otherwise you’re going one inch in every direction all year.”—JS “The more you focus on one strategy, the more serendipity occurs.” —RM “If it’s an activity that is…incongruent with your strategy, I’m gonna yell at you.“—JS “You can get lucky, but you won’t get consistently lucky until you have a strategy.”—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

1:15—Leveraging your expertise into an unconventional (short!) self-published e-book.11:16—Developing a “set it and forget it” course: how to price it and target your audience.14:06—Building (and pricing) high engagement virtual workshops.24:13—On-line seminars (think a workshop/self-paced course hybrid) and the rewards of building a peer group cohort.30:24—Starting membership communities and paid subscriptions, including how to leverage your time to increase membership value.34:50—How to deliver virtual advisory and coaching options at various price points and engagement levels. 38:50—Evaluating the difficulty of selling vs. delivering each model to help you decide what to do first. Quotables“ Having three options is a really powerful way to increase the money you’re making, but also to deliver more value to people who want to engage with you at a higher level.”—JS “When you align the way you like to deliver with what your audience prefers...that’s magic.” —RM “Different packages of expertise create different expectations in the minds of your buyer.“—JS “If your expertise is around something that really needs time to bake, then a seminar is a great solution.”—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

2:16—How you can look at the world right now and start thinking about (and even betting on) what’s coming.11:20—The impact of potential fundamental shifts on how you work.14:20—Why this can be a time to increase the “altitude” of what you discuss with your clients (and how to do it).17:12—A strategic way to look at the future and how it meshes with your talents and passions.24:15—Adopting a mindset that works even when bad things are happening around you.31:11—Identifying your ideal sweet-spot—where your target market overlaps with your talents and passions.33:45—Contingency plans to deal with the fear that comes with change.37:30—The industry doing inspirational re-invention we can all learn from.Quotables“In this one year it feels like we’ll get 10 years of movement on this thing (working remotely).”—JS“Being there for your clients as a sounding board is where you as a professional advisor can be helpful, valuable and rare.”—RM “Maybe this is a time to be moving up—increasing your altitude in involvement with your clients—talking about bigger picture things.“—JS “There’s an opportunity here to zig while everyone else is zagging.“—RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

2:36—What’s happening right now with social media and how to reflect that back in your interactions.9:38—How to choose the right platforms for you and your message.14:09—Why Instagram is so engaging right now (and how to explore whether/how it will work for you).18:34—Joining the conversation that’s already happening in people’s heads.23:18—The core question to answer to be successful on social media, no matter what else is going on.27:09—How to create engagement in social media.36:00—How to put together a social media playbook to keep you focused and on target.QUOTABLES“If that’s where the people are…then I’m going to go flap my jaw there.”—JS “It’s about empathy—putting yourself in the heads of your clients right now…and then adopting that tone out on social media”—RM “Every single thing I post…I always think: what’s in it for the reader? How am I going to not waste their time?”—JS “People are going to remember this time. They might not remember exactly what we did, but they’ll remember if we were there or just slithered away.”—RM LINKSSocial Media Playbook LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Are you ready to let go?Talking PointsThe feeling of letting goRe-evaluating your choices amid the pandemicSpring cleaning different aspects of your lifeQuestioning whether you need all of the things you haveEmotional and mental letting goReframing your ideas and routinesCutting little anchors while bigger roots help to ground youGiving yourself an alternative dialogueDoing the things that you’ve been thinking aboutRelated Links:Your Money or Your LifeQuotable Quotes“When it really came down to it and I’m staring at four 7-foot trophies—do I really want these in the house?” –JS“How much better is it to do it not when your money changes, but when you change?” –RM“I generally prefer when I’m less anchored down.” –JS“It’s the idea that you can do things differently and that is good.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Are you ready to construct your new normal?Talking PointsHow to prepare yourself for the recovery from this phaseTaking your own new normal and your clients’ new normal into accountRe-evaluating decisions and expensesGiving yourself permission for things to changeFinding new niches and opportunities through being helpfulQuestioning assumptionsMake time to really listen to what people are sayingAdapting to a catalystUsing your extra timeNot holding on too tightlyThe difference between worry and stressBeing more communicative during the quarantineSmoothing out the transition between your old normal and your new normalQuotable Quotes“I think it would be no surprise to hear that I think doing nothing right now is the absolute worst thing you could do.” –JS“I think there’s a part of this where you have to give yourself permission that things are going to change.” –RM“There’s a strong percentage of people who are taking this time to evolve.” –JS“The catalyst can get you started, but you have to adapt as you go, or the catalytic event doesn’t do you much good.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

How are your habits changing?Talking PointsHow a change in routine can end up having an effect on your habitsHabits are about long-term goalsAnchor habitsTaking an inventory of daily habitsMaintaining a sense of control with self-controlHow personal routines can pay off in your businessHow bad habits emerge during uncertain timesBeing more conscious of bad habitsHabits that lead to a healthier businessThe difference between a routine and a rutOvercoming fearLook for opportunities to develop new creative habitsQuotable Quotes“The funny thing about habits is, it’s really easy to start bad ones, and it’s really hard to start good ones and stick with them.” –JS“If you’ve got an anchor habit that’s been interrupted by what’s been going on now, or something else that’s going on in your life, you have to find a way to get back the core pieces of that anchor habit.” –RM“We need to be emotionally healthy for our clients and for the people who depend on us.” –JS“I’ve actually found it relatively easy to stay on point because I already had those routines to begin with.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

What can you do right now to build trust with your clients, buyers and audience?The Trust Equation to measure your trustworthinessHow to become more trustworthyWhy we and our clients are more emotional right nowWhat to do when you feel the desire to put your head in the sandHow to increase your intimacy with your clientsMaking generous offers (including risky gifts)What’s the “right” way to sell right now?Finding someone to helpDoing the next right thingMaking memories with your clientsLeading from our highest selvesQuotable Quotes“You need to pay attention to the fact that our emotional lives are front and center—raw edges, band aids ripped off—that needs to be acknowledged in our interactions with our clients.” –CG“This is a fantastic time to reach out and have a deep discussion with your clients—not only to give advice…but to connect.” –CG“Get over your damned self and pay attention to others’ freak out.” –CG“The way you generate short-term revenue is with long-term behavior.” –CGThe Trusted Advisor LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

What you need to hear before you cut your fees.Talking PointsWhy you might be considering cutting your fees right nowWhy you should avoid making assumptions about your clients’ needs and financial standingHaving the conversation with your clientsAvoid making decisions out of fearChange is going to happen regardlessGetting clear about your valueProducts with the least personal investmentWhy free is better than cheapGroup coaching pricesAdding more value for your existing audienceGiving away video or audio vs. booksLive eventsSending out invoicesQuotable Quotes“If you have – especially for clients where you’ve got this tight one-on-one relationship – just have the conversation.” –JS“Blanket anything is pretty much not going to work.” –RM“Things change, and they keep moving forward. The pace of change is through the roof right now, but it’s normal, it’s just compressed.” –JS“If nothing else, this whole mess is an opportunity to get really clear about what you’re contributing to your clients' bottom line.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

What’s your implied promise to your market?Talking PointsA listener question from episode 100 (the Seth Godin episode)What your buyer is paying forLess tangible value-addsHow brand relates to trustThe “one-firm” firmMaintaining consistencyYour implied promiseMeeting client expectationsQuotable Quotes“The premium piece, the over and above part of the fee, is the part that they’re not paying for the advice. They’re paying for something else.” –JS “Trust is really key here, because that’s what brand really does—it’s building trust.” –RM“Standing apart from the crowd – there needs to be something different about you.” –JS“Everything you do—your actions, your stories, your visuals—should align with this implied promise you’ve made to your market.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

How positioning plus pricing equals profits.Talking PointsThe concept of value pricingPrice vs. hourly rateSetting acceptable pricesPaul Newman’s RolexHow to differentiate yourself from the competition so that price isn’t the only distinctionHow big corporations choose between different pricesHow positioning affects your leverageWays to set pricesHow your prices can rise over timeHaving the courage to keep charging moreA fixed price can be a meaningful differentiationHow hourly billing punishes experienceSelling access to expertiseOwning your spaceImpact and influenceQuotable Quotes“If you’re renting yourself out by the hour, then you’re not pricing anything. That’s not a price.” –JS“When you lead with your hourly rate, it gives clients a point of reference that isn’t valid.” –RM“If your audience are big corporates, a lot of times they have to choose the lowest price.” --RM“If you are the obvious choice, then those other “competitors” are just not on the table anymore.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

What to do when your business is unsellable at the momentStaying client focused while so much remains in fluxHow to apply your skills to the new reality your clients are in nowAvoiding a hoarder, everyone-for-themselves mentalityWhy helping clients and your audience is your best path forwardAvoiding sounding “tone deaf” in your communicationsStepping up and being a leader for those you serveLetting go of how you’ve done your business if it’s no longer workingThings you can work on nowDoing the next right thingAdapting to our new realityDiscovering new talents and superpowersUsing any newly quiet space to develop your ideasQuotable Quotes“The most effective thing you can do is focus on who you can help.” –JS“You do want to come up with ways that are client-focused for you to meet them where they are now…their new pains, their new anxieties, their new concerns or nightmares.” –JS“Even if you’re a soloist…if you’re out there, talking about your big idea, trying to make a group of people better in some way, you are a leader. It’s our responsibility at times like this to step up and lead.” –RM“There’s a hidden surprise in all this—when you start serving clients in a way you hadn’t expected, you might discover some new talents and even a new superpower.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

How can you prove your authority?Talking PointsWhat evidence of authority looks likeClient testimonialsClients talking you upSocial media followingRegular speaking gigsGetting big guests on your podcastHaving a published bookFocusing on interviewees that your target audience will recognizeThird-party validation from a trusted brandBuilding relationships with major players in your field of authorityBeing the biggest fish in your pondQuotable Quotes“These signposts need to be difficult or everyone would have them and it wouldn’t be proof of anything.” –JS“I like the idea of clients talking you up.” –RM“It’s definitely a big deal to get big guests on your podcast.” –JS“It’s not about vanity, it’s about literally these building blocks in your authority.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

When does prospecting build authority?Talking PointsWhat prospecting means for an authority3 different pivotsWhen prospecting is the perfect playShifting to a different audienceTechniques for getting your message outBeing a good listenerBeing interested in order to be interestingGetting feedback that starts conversationsHow to ask for feedbackHow reciprocity helps build a networkPracticing reaching out even when you’re not at a pivot pointQuotable Quotes“Prospecting is a natural part of what you expect to do, typically, when you start your own business.” –RM“The skills that you use to prospect are the same no matter what the pivot point.”“Another word for this that I hear used regularly instead of “prospecting” is “outreach”. –JS “I think everyone’s interesting if you ask the right questions.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

What’s the V-word?Talking PointsVision shameWhere the confusion around vision comes fromImagining the way the world could be if your big idea comes to fruitionHow your mission relates to your visionThe big V and the little VYour valuesHow vision helps you filter out distraction and keep moving forwardChanging outcomes for the futureHow to articulate a visionFinding the vision in the storiesWorking as if you have a vision before you have oneWhat to do to uncover your visionQuotable Quotes“There’s shame around not having a clearly articulated vision.” –RM“It’s your vision for the future. It’s the way the world could be if your big idea comes to fruition.” –JS“Values is the kind of stuff that no matter what business you’re in, they’re not going to change.” –JS“Your vision is the story you tell about where you’re going.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

What three questions should you ask yourself during the sales process?Talking PointsWhy you need to answer some questions yourself during the sales processWhat resources you need to serve the clientCalculating how your time and costs are incurred on behalf of a clientWhether the job allows you to work from your genius zoneKnowing when to say “no” to working in a different wayKnowing how to say “no”Burning out and checking outHow a particular project or client advances your authorityLearning and advancing your skillsetCreating momentum for your businessBeing intentional about broadening your target marketTreating other aspects of your business the same way that you would a clientTricking yourself into getting things doneGetting your business into alignmentQuotable Quotes“These are the kinds of questions that are going to help advance you, your business, and your authority, and I think we get into trouble when we don’t ask these kinds of questions.” –RM “If you’ve recognized in the past that clients tend to lead to more clients that are similar, then you’re really going down a rabbit hole.” –JS“Everybody’s genius zone is different. That’s the glory of it.” –RM“By definition, it feels like you have a smaller pool of potential opportunities. But the reality is that the exact opposite ends up happening.” LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter