This passionate expertise manifesto is intended to elevate the impact of advisors who sell insight as entrepreneurs. Three foundational chapters form the basis of the entire audiobook: Experts develop insight by isolating patterns in data; they convert those insights to wealth by crafting a unique positioning for which few available substitutes exist; and their confidence grows as the marketplace embraces their application of expertise. The next 15 chapters - building on that foundation - each answer a single question, starting with the role of expertise in a developed society, how important it is for experts to love the hard work required to hone their expertise, and how to see all that in the context of their own purpose in the world.
We pause to dig deeper by examining the very narrow overlap between expertise and entrepreneurship: the narrow slice of humanity for which this audiobook was written, with a nod to how easy it is for those entrepreneurial experts to be pulled off mission to explore new things. What are the critical positioning mistakes to avoid? Are there helpful ways to keep your deep, narrow expertise from blinding you to a broader, wider relevance? How might you frame your expertise in horizontal or vertical terms or a combination of both? There are core principles for this, and they start with distinguishing between strategy and implementation. What are the earlier and then later tests to validate your positioning? What are the most effective ways to demonstrate your expertise and, conversely, the activities most important to avoid? If you are an entrepreneurial expert selling advice for a living, you ll absorb deeper and deeper insight each time you scour it. It emerges from the trenches and is written for experts in the trenches.
A must read for all creative experts & consultants!
Immediately after listening to this book, I hopped over to my website (creative-director.ca) and changed my positioning for my Branding & design consultancy to only help experts. Maybe later I might refine it further to helping financial experts or crypto-currency experts - but for now this is what I’m sticking to. Thank you David for enlightening me on what it is to be an expert!