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Do you know the soft characteristics of your clients?


Hey there! It’s Peter Winick. I’m the Founder and CEO at Thought Leadership Leverage. And here’s an idea I’d like to share with you today and it’s this: In my conversations, in my work with lots and lots of authors, speakers, thought leaders, consultants, etc. I always ask them about the types of clients that they serve. You know, give me give me a sense of the profile of the avatars or the client personas or whatever language you’d like to use.

And more often than not, what I hear are what I would call hard characteristics: a senior manager, you know, someone in a leadership role at a certain type of organization, someone that’s been in a job for 15 years, someone that controls a budget of X. And I look at that I say, “Okay that’s great. Those are hard characteristics. And quite frankly they’re easy to find people based on hard characteristics but they don’t tell the complete story.”

And the complete story is this: I’ll probe a little bit and ask them what are the soft characteristics. So, the clients that tend to work with you, are they open to risk? Are they open to new experiences? Do they have the credibility in the organization to bring on something a little bit new and different?

And I think it’s pretty helpful to think about the clients that you have worked with and would like to work with through the lens of these soft characteristics, the things that don’t show up on a search on a database or something. And then figure out from that from those trends how you can find more people that meet those soft characteristics.

Anyway, would love to hear your thoughts. Thank you.


Peter Winick has deep expertise in helping those with deep expertise. He is the CEO of Thought Leadership Leverage. Visit Peter on Twitter!

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