$37 and a Jap guitar

Everybody told me you can’t get far

on 37 dollars and a Jap guitar

Steve Earle, “Guitar Town”

This is your periodic reminder that you have leverage. If you want it.

Aggregators (Google’s search engine, for example) give their suppliers a subsidized surplus of leverage, get them hooked, and then gradually siphon the leverage away until a husk remains. But you don’t need to rely on aggregators.

Advertising cost per click tends to rise over time. But you don’t need to rely on advertising.

If you are specialized, you know who needs to know about your business. Leverage.

If you have valuable expertise, you have something to sell them that can be un-coupled either from time or your direct “done for you” involvement. Leverage.

If you understand and refine your point of view, you have the ability to be more persuasive. Leverage.

If you’re willing to do the work of attracting an audience or serving a community, you have the ability to communicate unmediated with those who might become your clients. Leverage.

If you’re willing to do the work of investing in primary research, you can bypass or reduce the need for access or credibility based on pedigree. Leverage.

If you’re willing to take the risk of speaking or publishing, you can earn visibility and trust for your expertise. Leverage.

You have leverage if you want it.

Keep rockin’ while you still can,

PS: In more recent live performances of “Guitar Town”, Steve Earle almost always follows the “Everybody tells me you can’t get far…” line with the exclamation: “Watch me!”.

I’m watching you, cause some of you are going far by leveraging minimal resources. I love seeing it.