Resources  >> How to Make Your Perspective Relevant

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  September 24, 2015

How to Make Your Perspective Relevant

Many thought leaders fall into what I call the “flavor of the month” trap. How it happens: they go into a lucrative niche (such as leadership), use different words for the same message and hit the sales effort hard. The result: some clients, but quickly disposable. It’s very hard to get traction.

This strategy+business article is a great example of how to stand out when everyone and their brother is addressing the same problem. Go past what author Charan is suggesting about uncertainty and look at these two strategic ahas:

  • Go small with big implications — Charan makes a small distinction in the first paragraph that sets up everything else he will recommend. He acknowledges what everyone knows then drills down to point out the difference. By describing the impact of that small change, he makes the case on why you have to pay attention to his recommendations. This is more than reframing the problem; it’s narrowing the focus and by that, building the urgency. His message: lots of opportunity there but you can be destroyed if you don’t watch out.
  • Step back — yes, everyone knows that uncertainty is here to stay. And there are a lot of skills needed to navigate the twists and turns. What Charan explores here is the prequel. How to spot (and take advantage) of uncertainty before others do. This skill is the root, the beginning of all other navigating skills. So ask yourself: am I going back far enough? Am I addressing the root cause/skill in my perspective?

 

The difference between real thought leaders and smart people with a big megaphone is the depth of discernment. You can be simple and insightful. Let’s burn up some brain cells folks. Our marketplaces are worth it.

 

Other Resources You Might Like:

 


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.