- The thing about books
- Visibility and trust
- Quintile A buyers
- The king gets hungry
- Rented and owned visibility infrastructure
- Owned visibility infrastructure
- Focus and visibility
- 5 ways of focusing
- Platform specializations and thought leadership
- The 3 visibility method categories
- Fundamental marketing labor
- We are average at earning trust
- Some people are freaky-good at earning trust
- How normal people earn trust
- A good example of beachhead thinking
- Average but trustworthy
The primary error I made in the first version of what is now The Positioning Manual for Indie Consultants was to portray specialization as a standalone superpower, divorced and free of any kind of interdependence on context.
Nevertheless, the book inspired folks to specialize, and that transformed some businesses for the better. And, to be fair, 6 years ago when I wrote that book, I had more ideals and enthusiasm than experience, and so I didn’t really understand how specialization integrates with the full context the indie consultant occupies.
The Positioning Manual for Indie Consultants begins with three important points:
- Getting better at earning visibility and trust will transform your career.
- Some of us gain effortless visibility, but the rest of us have to figure out how to earn it.
- Marketing is merely earning visibility and trust.
There’s something freeing about thinking of specialization as the cause of, or a facilitator of, something bigger. You don’t specialize so you can be specialized; you specialize so you can more effectively become visible to your market and trusted by them.
From this mindset, you’re freed to ask yourself: “What greater impact could I have if I was more visible and trusted by a market?”
This review expresses a similar idea:
The Positioning Manual for Indie Consultants is available in paperback and digital form now: http://thepositioningmanual.com
Keep building; keep taking risks, y’all,