The Business of Authority

Do you know the difference between branding and positioning?Talking PointsUnderstanding brandingStories, actions, and visualsNarrow or broad focusPositioning as a first stepNot being limited by your existing skillsLearning new skillsWhen branding becomes criticalBeing intentional about your brandingTelling your story your own wayPersonal brandsFiguring out which stories and visuals will advance your brand with your audienceConsistency in brandingThe importance of the markDefining what makes your projects great or terribleThe value of storiesQuotable Quotes“To me the brand is what people say about you behind your back.” –JS“Literally everything that you do telegraphs a message to the people who are watching.” –RM“You can build authority without having had 25 years doing one thing.” –RM“If you keep at it, they get imbued with meaning, and it becomes meaningful to other people too, and before you know it, you’re leading a movement.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Are you making time to write?Talking PointsJonathan’s plans for 2020Doing more work without being a workaholicWhy Jonathan created a Slack channelMaking the time to writeWriter’s blockDeveloping and sharing your point of viewHoning your ideas and your audienceFocusing on the transformation of your ideal audienceMaking a commitment to writeThinking of writing as givingThe importance of editingStriving for excellenceGetting into the habit of daily writingQuotable Quotes“I started to feel myself going back to letting my brain stop. Like, check out.” –JS“I know that in order to write ten books that don’t completely stink in one year, I’m going to need a lot of help.” –JS“We need to have a challenge in our own mind about what we’re going to do.” –RM“You can’t say, “Oh, I’m blocked.” Just write. Just write something. Write anything.” –RMRelated Links10 in 2020 Slack LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Can you be an introverted authority?Talking PointsAdam Grant’s bookGiver and taker personalities in salesWhy givers make more salesWhen people want someone to be dominant and when they want authorities to connect as humansAuthenticityPutting ego asideMethods of giving things awayThe evolution of business practicesOtherishFinding a way to give while also getting your own needs metQuotable Quotes“The power is all with the givers in the sense that you can create what you want by helping other people.” –RM “If you’re an authority and you’re leading people to this new vision, you need to sell them on the idea, if nothing else.” –JS“We’re looking for cues that the people that we really respect as authorities or experts, authorities in the making, that they’re real people.” –RM“Another way to put it is you’re giving in a way that’s going to energize you immediately.” –JSRelated LinksGive and Take: Why Helping Others Drives Our Success by Adam Grant LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Are you in the best position as a soloist?Talking PointsThe definition of positioningApril Dunford’s components of effective positioningPositioning people vs. productsFocusing on the clients that already love youHow a soloist can think about forming a positioning teamPositioning vocabularyCharting your point of viewAlternatives and competitorsListing your true competitive alternativesTaking inventory of major life experiencesPositioning exercisesMapping attributes to value themesFinding a market frame of referenceChanging your positioning in every place where you exist publiclyGetting your sound bites down on a single documentQuotable Quotes“I think what happens a lot of time when soloists struggle with this is that there hasn’t been a deliberate defining of that market.” –RM“People either get you energized, or they suck it out of you.” –RM“You want to take financial advice from Warren Buffet, not your buddy who blows his whole paycheck on Keno.” –JS“If you’ve got some feature or attribute that is unique between you and the alternatives that someone might choose, you still need to translate it for your buyer, who is not your peer.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Do you know how to position your product or service?Talking PointsApril’s backgroundWhy positioning is importantWhat positioning isEmail for lawyersProblems caused by weak positioningHow solos can identify positioning problemsChoosing criteria that ensures clients will be happy in the endPositioning the business itself versus individual offeringsHow publishing a book affected April’s inbound leadsBooks as part of the overall businessQuotable Quotes“There’s branding and there’s positioning. Those two things are totally separate, and in fact, you need to have your positioning sorted out first, before you decide what your branding should be.” –AD“Now I think there’s more of an awareness around positioning.” –AD“Now, I’m booked up 3-4 months in advance, my rates are way higher, I work way less, and my clients are way happier, because I only promise to do this one very narrow thing, but it’s a super valuable thing, and if you’ve got this problem, who else you gonna call?” –AD“If you’re going to make that investment in doing marketing, there should be a call to action in there.” --AD LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Do you know how to sell confidence?Talking PointsWhen clients are buying confidenceThe availability of ideasThe link between trust and confidenceChoosing who is going to be a good fitWhen clients don’t have confidence in themselvesHow trust factors inBuilding your authority so that they know who you areCorporate coachingParachute consultingBuilding trust without face-to-face meetingsUnderstanding the points that inspire confidence in your ideal audienceQuotable Quotes“What I realized was that the people who bought me and my services for this were really buying confidence.” –RM“Every thought that comes out of my brain, you can get for free on my mailing list.” –JS“You’re not going to share things or be vulnerable with someone you don’t trust.” –RM“If somebody needs that in-person experience to feel like they’re getting their money’s worth, they’re not a good fit.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Listen to Joe Jacobi, winner of our five in five challenge, talk about the art of a good start!Talking PointsJoe’s backgroundWhitewater canoeingThe progress from winning a gold medal to performance coachingHow lingo can obstruct a good dialogueTranslating your belief system to client transformationsWhen Joe started writing and coachingWhat Joe liked about the five in five challengeWhether Joe will continue writing going forwardFinding value in the process of creatingThe feedback Joe got from LinkedInJoe’s advocacyGetting out of your comfort zoneDetermining what you want out of lifeJoe’s feedback for people who didn’t take the challengeQuotable Quotes“I’m not scared of slow growth. In fact, I’m a big advocate of it.” –JJ“What I liked about five in five the most, even more than connecting with people and seeing the content do well, is what you guys are advocating for in the daily communication: it helps you find your voice.” –JJ“I think people enjoy when I find ways to take them into Catalonia or share Catalan values.” –JJ“I want to be one of those people that really squeeze the orange dry.” –JJRelated Links:Joe JacobiTwitter List of Participants LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

How well do you know your audience?Talking PointsTranslating what you do into the language of your audienceKnowing your goalPicking an audienceLearning what your audience is talking aboutSpeaking to your audience in a way that gets your message acrossWhere to find audiences who are talking about the problems you want to solveLocally focusingConversations in service of a missionUsing the vocabulary that your audience understandsThinking about clients as an audienceQuotable Quotes“A lot of people just think about their skills, they think about what their capabilities are, they’re very much thinking about themselves in sort of an employee/resume type mindset and not what they can do for their clients. And when I say do, I mean transform.” –JS“You want to start with this idea, this picture in your head of who your audience is.” –RM“If you want to know what your clients are thinking or you’re trying to pick a niche or whatever, go online and find where they’re talking.” –JS“It may strike fear in your heart, but you have to do it anyway. If you can’t bring yourself to do it anyway, yeah, rethink leaving the salaried job.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Is selling subscriptions for you?Talking PointsHow subscription services became mainstreamApplying the subscription model to a services firmThe Porsche passportConsider what the buyer is actually buying with a subscription serviceBuying an experience instead of a productThe types of clients who would be interested in a subscription serviceThe safest type of service to sell by subscriptionSelling accessLooking at the big picture when it comes to profitabilityThinking about which services you’d like to pay by subscriptionGetting a sense of what your clients value about your work and whether they’d be interested in a subscription version of thatQuotable Quotes“I think it’s pretty clear that the idea of subscribing to things that we used to own has become fairly mainstream.” –JS “I think that our audience has an advantage because most of the people in our audience are solos. If you were trying to do this as part of a firm, it’s a lot more complex.” –RM“The amount of money I would have paid to not have to go to the DMV was in the low four figures.” –JS“If you created this subscription service in a certain way, you might find that it’s not your current clients that are interested in it. It’s a different kind of client.” –RM Related Links:Implementing Value Pricing by Ron BakerThe Soul of Enterprise LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

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 

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 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 

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 

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 

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 

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 

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

Talking PointsThe importance of marketing yourselfHaving a strategy for your marketing tacticsWhy you have feast and famine cyclesTarget marketsBeing specific in your marketingDistributionBuilding marketing into your routinePicking a marketing method that has the least friction for your personality and skillsAmplifying your message with social mediaUsing social media in a way that fits your brand and styleAvoiding getting sucked in by social mediaWhy a rut is a good signHow your body of work can add upHow you can leverage content that you’ve already createdMarketing as a form of teachingHow to form a marketing habitQuotable Quotes“If you’re running a business, you need to be marketing, full stop.” –JS“Until you get really specific, those doors are closed.” –RM“You may spend – especially when you first start something – as much time distributing, or even more, as you do creating the content.” –RM“I really want everyone to have a daily habit around marketing their business.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Start by answering "What's in it for me?"Talking PointsIs it lead or lede?What does it mean to bury the lead?Burying the lead in conversationUsing the pain point as your headlineKnowing when to ask the questionLetting the audience know what’s in it for themConversational emails that aren’t about contentBurying the lead means you’re not exhibiting authority and confidenceMaking sure that you’re being clear for your audienceChoosing the right audienceQuotable Quotes“Burying the lead in a conversation is just as bad an idea when you’re having a sales conversation as it is on your website.” –RM“If you know what your ideal buyer's pain is, and you can just say ‘hey, do you have this pain?’ That’s the headline.” –JS“If you do nothing else before a conversation, an email, a point on the website, the way you’re restructuring your website, you just ask from your viewer’s perspective, “what’s in it for me?” What do they get from this page?” –RM”You want to find the perfect language that will resonate with the people who you’re trying to reach, right? Well then you’re going to have to decide exactly who you're trying to reach.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Is staying solo the right choice for you?Talking PointsThe difference between “small” and “not a lot of employees”The advantages of staying soloBeing able to be very specificBuilding alliancesWays to address David and Goliath matchupsWhen you’re a solo act, your clients always get to deal with the number one personWhat soloists need to watch out forWhale clientsWhy you need to always be marketingLearning how to say a really firm noQuotable Quotes“One of the advantages of staying small is that you can compete with those big players by going super, super specific.” –JS“Big firms are made up of individual people, and those individual people may refer you!” –RM“Big firms bill by the hour, so… they like slow computers.” —JS“Some would say ABS, always be selling, as opposed to always be closing, but I think you have to always be marketing.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Talking PointsHow do you know if you’re limiting yourself?What are skills which aren’t risky and are easily priced?The difference between someone who does something or someone who knows somethingAddiction to “saving the day”Gouging versus getting money for your servicesHow the “hero’s journey” works with our clients’ storiesThe importance of delegationGuide versus “Doing It for Them”Why do when you can teach?How to keep your skills sharp when you are teachingLetting go of what’s not strategicWriting a bookCharging services for “knitting”The problems with hourly billingDeveloping your IP (intellectual property)Quotable Quotes“If you really care about your craft, and you want to spread it, you’re not going to be able to do that if you’re always a fireman putting out fires.” – JS“You don’t really want to be Luke [Skywalker] in your marketing, you want to be Obi-Wan.” – JS“There’s that shift in your mind where you don’t just have to ‘do’, you can teach, you can coach, you can show the way, you can be the guide.” – RM“If you approach your consulting as a technician, you’re never going to solve the bigger problems of the organization.” – RMLinks and ResourcesThe E-Myth Revisited by Michael GerberBuilding a StoryBrand by Donald MillerFlawless Consulting by Peter Block LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Do you know how to pivot? Talking Points Taking a new direction while keeping your core business running well Taking a half-pivot Tying a new idea with a different message into your core business Getting people on your side Helping people Having confidence in your idea Marketing your new idea without losing current clients What clients do notice and what they don’t notice Quotable Quotes “You don’t want to be locked into your own success. You want to be able to go out and do something different.” –RM “All you need is like a magnifying glass, focus your energy, and boom! It’s on fire.” –JS “If you’re helping people, you will make money. It’s like a law, almost.” –JS “If you’re worried about changing your website without confusing your current clients, remember that unless you’ve got a membership site, your clients aren’t visiting your website.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

The authority marketing roundup. Talking Points Speaking and writing as an authority Who your content is for What promises you’re making What’s good about starting a podcast Picking something from the speaking category that you’re comfortable with How you can make your audience feel The power of webinars Running a workshop Livestreaming Email lists Video compared to audio Writing for other publications How speaking and writing inform each other Continuous practice Social media activity Answer bombs Quotable Quotes “Whenever I’m creating something, the first thing I want to know is who’s it for?” –JS “Your opinion of yourself may be completely warped.” –RM “Just remember that people learn in different ways, and there are some people who would so much rather watch a video than read anything you’re going to write. And vice versa.” –RM “When you’re watching video, you’re watching it. You’re probably sitting down, you might be at your computer or in a chair or whatever. When you’re listening to this show, you’re probably in your life.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Are you making enough time for marketing? Talking Points How many hours a week to spend marketing How marketing can be devalued because it’s not billable Making the time for marketing How to block out marketing time Thinking of marketing as a deadline Reaching the point where marketing becomes an automatic thing Making public commitments How daily marketing can add up Farming vs. hunting Being honest about what isn’t working Quotable Quotes “It doesn’t happen if you don’t make time for it. Even when you’re not billing by the hour, it can be hard to create – I would call the marketing habit.” –JS “Marketing should always be on your mind if you have a business. That’s part of the mindset, you never let it go.” –RM “I think when you enjoy something, it’s sustainable. And if it feels like horrible, dragging work, you’re not going to do it.” –RM “If I’m scared of it, it’s probably a good idea.” –JS LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter 

Are you on the path to authority? Talking Points How pricing relates to where you are on the path to authority Different types of specialization The line between freelancer and consultant Consultant, or expert? Creating and selling a process Saying no and asking why more often Identifying the client Clarifying the end goal Moving from expert or consultant to authority Consulting as an authority Differences in authorities in different industries Behavioral habits of authorities Socializing a point of view Getting off the hamster wheel Quotable Quotes “If most of the time, you’re in your basement coding and you only talk to the client once a week, you’re not a consultant.” –JS “On this particular line of the matrix, I think it’s about a really deep knowledge.” –RM “It feels to me like the one-on-one consulting engagements that an authority would engage in would be less and less as their authority grew, because they could have a bigger impact doing something like a keynote presentation to 10,000 people.” –JS “If you’re an authority with big corporates, you need to be seen.” –RM LINKSRochelle | Email List | LinkedIn | Twitter | InstagramJonathan | Daily List | Website  | Ditcherville | LinkedIn | Twitter