Are you only offering appetizers?

Transcript

Hi there, it’s Peter Winick. I’m the founder and CEO at Thought Leadership Leverage. Here’s the idea that I’d like to share with you today, and that’s this: Imagine you walk into a restaurant and it’s one that you’ve heard a lot about. Your friends are buzzing about it, it got a great write-up, it’s a hot spot, right? Everybody’s talking about this restaurant.

And you go in and you sit down and they give you the menu, and the only thing on the menu are appetizers. So you’re thinking, okay, maybe this is the way they do things a little bit different, this is interesting. And you order the appetizer and it’s the most amazing appetizer that you’ve ever had. Your mouth is watering, this is mind-blowing, etc.

Then you call the waiter back and say, okay, we’re now ready for our main courses. And they look at you and they say, but this is all we have. All we have is the appetizers. Well, that would obviously never happen in the restaurant world, yet it happens every day with thought leaders.

They’ve got their keynote and the keynote, their thing, and they’re so pumped up about the keynote. And they sell the keynote and they get people excited and they get people leaning in and saying “Oo yeah” and whatever they got to say. But then there’s no follow-on, there’s no appetizer, there’s no dessert, there’s no wine, there’s nothing else to give them that will satisfy the demand, the need that you drove through delivering this great keynote.

So obviously this is not a good thing to do. So, my question, my challenge for you is this: What is this suite of offerings, product solutions that you should have and could have as part of your business so that you can actually help the clients that you work with change the behaviors that drive the business outcomes, as opposed to just being entertaining and engaging for 45 minutes or an hour?

Anyway, we’d love to hear your ideas on this. Thanks so much.