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LikendisLikes tend to be people with many facets. We have varied interests. We have diverse skills. We have an insatiable desire to create and build.
Many of us, too, are easily (SQUIRREL!) Distracted.
One of the most common mistakes that people commit early – and I am not safe (in fact, I think I made the same mistake in various ways with each of my business) – is to think of your business as a highway.
With a highway, you have multiple lanes. multiple sources of income. For a mature business, this is the goal. But when you start and try to establish yourself, you build a positive reputation and create a tribe, several lanes are confusing and dilute your effectiveness.
At first, many are struck by the thought of scarcity – if I say no to that, I miss it (and I don’t want to miss it). And we make decisions based on this thought that are not in our best interest.
Choices based on rarity and fear rarely make good decisions.
We are afraid to focus on a way because if we do, the other channels will disappear or become so heavy traffic that we’ll lose our place.
It is simply not true.
Don’t think these options go away when you choose to focus. Rather consider them as lanes under construction while keeping your busiest lane is always in working order. Just because you can drive on multiple lanes doesn’t mean you should. Besides, nobody likes this moron between channels. Don’t be the drunk driver.
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The first step in finding your niche – your space – is to choose your path.
Your path is your main activity flow. This is where the majority of your income. If you are a solopreneur and you do coaching, training and speaking, these are three different paths. If you are a small business and your profit centers are virtual products, subscription services and physical products, these are your three paths. You don’t know what your main path is? Make an income analysis.
Companies that do not try to build the highway in one go and instead focus on paving a path and do well tend to grow faster. Once you have a solid and operational lane, start building another and let the traffic melt. If you have an entire road being built, no one can borrow. Get an operational route.
But if you really want to differentiate yourself – if you want to claim an area where only you can land, a path is the beginning, but this is not enough.
Screw the way. Choose a parking space.
Many people – many companies – can follow the same path. But only you can own your parking space.
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How do you create a parking space? Examine what your unique intellectual property: intellectual property. You do not have any? Do it. What makes you different from all the other coaches, for example, traveling on this same route? Found that. Describe it. Commercialize it. Owning this.
Here is an example of how, after trial and error, I found my parking space. And how, by following these three steps, you can too.
First step: choose your path
As mentioned earlier, if you haven’t already set your course, do a revenue analysis.
I started The Dynamic Communicator with the objective advice. Advice is my main path. However, there are many people who claim to be business communication experts, who are also consultants. It’s a traffic jam! I know my experience is different. I know I have unique experiences that make me better for some businesses than others, but I was afraid to publish them because I did not want to limit myself.
Thinking about the scarcity does not lead to success.
Traveling this way allowed me to make a living, but not a lifestyle.
Step 2: define yourself
What are your differentiators? Your unique skills and experiences that only you (or you and very few others) can claim? What can your customers and consumers get from you that no one else can easily give them? What words would your customers use to describe you?
I started to explore my most valuable skills – my unique experiences and my differentiators. I have developed hundreds of courses and products online. I have created profitable online learning businesses for universities and for-profit businesses. I speak a programming and engineering language and I can translate that into lay messaging. I helped analyze documents obtained during raids on terrorist camps to reverse engineer how our fight against terrorism could break the communication process. I co-wrote a textbook recognized nationally on business communication. When I break it down, communication, education and technology are my main assets.
Step 3: Locate your impact area
Determine where these experiences and skills are the most valuable. Where can you have the most impact? Which companies or which customers are best served? Remember you could help a lot of different people, but it is a path, not a parking space.
For me, my counseling skills are the most valuable in the SaaS space (Software as a Service) and with technology companies that spend on-site solutions to solutions based on the cloud. In these cases, end users are no longer IT-based, but are cross-functional. They need different communication and education strategies to increase sales and use / adoption rates. I help to navigate this change with a dynamic communication strategy.
This is my parking space.
What is your? Comment with your three steps and share your parking space.
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