More who, less why!

Transcript

Hi there, it’s Peter Winick. I’m the founder and CEO at Thought Leadership Leverage.

And here’s the idea that I’d like to share with you today. And that’s this.

A lot of thought leaders spend a lot of time sort of justifying the why of their work, why they do what they do, and why their work is powerful, and why their work is going to change the world. And that’s great. You’ve got the research to back that up. You can speak to it. You’re passionate about it. I’m not saying there’s anything wrong with that.

However, I think more time needs to be focused on the who, meaning who would benefit the most from being exposed to your work, who would value your work, meaning pay for it at the highest rate possible.

So, putting a little bit of time and energy and thought cycles into really clicking in on that who, I think, is a valuable exercise for thought leaders to go through. And don’t just do it sort of from a demographic standpoint. Oh, SVPs at pharmaceutical companies.

Integrate some psychographic components to that. Meaning, is this person someone that is a lifelong learner? What is their level of risk tolerance? Do they have the capital inside an organization to be able to allow new ideas to come on board and spread?

So anyway, my thinking today is for you to spend a little bit less time on the why and a little bit more time on the who. Love to hear your thoughts.