Transcript Hi, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage. Here's…
What you just said was key. You can’t be all things to all people and if you try to be you’re gonna be nothing to no one.
Exactly. Exactly. So I would rather, I mean our process we’re talking about this a little bit earlier, is getting…and people are afraid to do this, people don’t have the courage to do this. Let me spend some time and develop my client avatars. So who are the types of people: psychographic, demographic, whatever that I can serve better than anybody. And I want to serve them. And I know I have the impact for them. Conversely, you’ve just said, “I don’t want to deal with these people.” and that’s cool. So for example, I launch my podcast at the beginning of last year. So 20 months ago, we’ve done I think 160 episodes and my vision which…
So how many?
160 something like that. We’ve had some cool people. We’ve had Dan Pink on. I’ve had Stephen M. R. Covey.
Yep. Stephen M R.Covey. I’ve had Chip Conely. I’ve had some great, great, great, great folks on. My vision however has always been if people were listening into it, if you know, we’re doing it at a Starbucks or something, 99.5% of the universe, they would walk by and go that’s the most boring shit I would have I ever heard of my life. And people said to me well why do you only want to go after the .5? Because that’s probably even too big. I know who my business is. I know who I work with. I know who we resonate with. And that’s all I care about attracting. I don’t want people reaching out to me that have no money, that I can’t serve that are whatever. So I think part of knowing who you are helps you figure out who you can’t work with. So you got to figure out who those avatars that you can help. Then, you got to say, “But what are the pain points they have? What are the things that are keeping them up at night?” that you are uniquely qualified to solve. And you’ve got a better mousetrap. Better mousetrap means it’s got to be quicker, cheaper, faster, better than what they’re doing, and by definition it has to be a problem. Don’t be a solution. You know. Don’t be a problem that doesn’t need to be solved. That’s an irritant. What is something, one of the top three things that are keeping these people up at night? That once you get them in the palm of your hand you’re gonna close them.