Claim Your Spot at The Top, Or Someone Else Will.

Are you a "thought leader expert"? Or are you a CATEGORY CREATOR?

Are you a "share taker"? In other words, are you an expert who competes with other experts, people, or businesses who do similar work to you, all aiming to get one piece of the existing pie?

Or are you a MARKET MAKER? (This last distinction is one I've heard from Jensen Huang , CEO of NVIDIA, who knows a thing or two about creating new markets).

The Difference is EPIC.

Brené Brown is not just a teacher, author, or speaker who talks about Powerful Vulnerability. Nope. She is the world's top expert in this area - a category she created - or is certaintly perceived by most to be our Go-To Girl on this topic.

Simon Sinek is not just another B2B business consultant, author, or speaker. He's the internationally known guy who taught us to Start with Why.

Jensen Huang is not just a "tech CEO" or another "AI Guy." He's THE guy who invented the GPU in 1999, and is credited as pioneering the field of accelerated computing. NVIDIA is THE company that created the entire stack every other tech company is adopting and adapting.

(On the extremely off-chance that Mr. Huang ever sees this post, please forgive this new AI user who's non-tech AF, and probably not expressing this exactly correctly. I am doing my current best, until the Upgraded AI version of Ellen takes over for good.)

To be clear:

There's nothing wrong with being a "thought leader/expert." But it ain't necessarily the "spot at the top" that you and your work deserve.

I was just talking to our client Anya, an expert in sales teams. Turns out that she's also got a tech background.

Also turns out that all of a sudden, she's done a couple of discovery calls with leaders in growing tech companies who can't figure out why their team is struggling to close sales. This could be a new and different kind of client for her to target, and a space where she could become THE go-to expert.

Anya took a look under the hood of the entire sales process, and she found a LOT of holes and gaps, starting with the very beginning of how the team was trained, or (ahem!) perhaps NOT so trained.

No wonder this team isn't meeting their KPI's.

She lights up HUGE (exactly like your neighbor's insane Halloween decorative lawn-orgy) when she talks about working and SPECIALIZING with this group of people.

So I ask Anya:

Are you going to claim your spot as America's Sales Team Leader for Fast-Growing Tech Companies?

Because. . .

If you don't claim this spot (or SOME version of this position and message) I can promise you this.

SOMEONE.

ELSE.

100% WILL.

A LinkedIn profile is a great place to start claiming your spot. Remember, Microsoft will make sure, going forward, that when someone Googles your name, your personal LinkedIn profile will show up FIRST.

So it's your FIRST opportunity to claim a niche. Claim a position. Make yourself THE OBVIOUS CHOICE for your Most Lucrative Client and the problem they need to solve.

Does this "LinkedIn Profile first" thing also happen when you search your name on one of the major GPT's? I would love to know. Someone smart like America's Usable AI expert Susan Frew - please tell me. Or any reader with info on the current and future State of Search and LinkedIn, please share in the comments below.

We'll talk more in our next issue about HOW to choose your "top spot."

We'll share detail on WHO to choose, and WHAT you need to share to claim your spot.

But here's a quickie to tied you over, the Supertight "BSOT" Message Formula.

***Do you know what "BSOT" stands for? If you do know, or want to guess, share in the comments! Remember to use a star (*) for the verb in the middle so we don't get flagged!**

The Category Creator Top Spot "BSOT" Formula:

• STEP ONE: Identify your MLC, Your Most Lucrative Client Avatar. This person has a BUDGET to pay for someone like you. They have ATP (Ability to Pay Top Dollar) and ETP (Eagerness to Pay to Solve te Problem). They should also be someone you LOVE working with, because it is exciting and often very fun.

• STEP TWO: Clarify Exactly What Your Competitors Are Yammering On About. Pretend, for a moment, your offer doesn't exist. If you don't exist, who gets YOUR money? Who does your MLC go to in order to solve the problem they think they have? These are your Competitors. They're saying a bunch of repetitive sh*t. Go find out EXACTLY what that is currently - today - the day of your reading this. Not what they said a year ago..

• STEP THREE: Challenge The "Dominant Narrative" with a Highly Targeted BSOT Message. Again, if you don't know yet what I mean by "BSOT," stick around, or ask me in the comments. For now, let's go back to Anya as an example. Anya finds out MOST of her competitors (sales experts) are talking about (blah blah blah) when it comes to sales teams. She steps in with a message DIRECTLY targeted to emerging Tech leaders, such as "Your Company's Tech Stack is Complete. Your Sales Team's Stack is Missing Major, Major Software."

CLAIM YOUR SPOT.

AT THE TOP.

WHERE YOU BELONG.

AS A ONE-OF-A- KIND CATEGORY CREATOR.

EVEN THOUGH. . .

IT CAN BE A BIT SCARY.

BECAUSE YOU ARE F-ING WORTH IT, AND WE ARE TOO.

WE NEED YOU TO STAND UP, STAND OUT, AND LEAD US!

Okay, I will stop yelling now.

Thank you for listening to my TED Talk. . . er. . . Rant.

Let me know THIS in the comments:

If you are (or intend to be!) a courageous category creator, HOW do you claim your spot?

What do you call yourself?

How do you position your company?

Who are you for?

Where will we find you?

• Leading a business (or a division) with annual revenue of $250K to $25M?

Use this link to schedule a LinkedIn "Most Lucrative Client" Audit where you and I will work out some immediate changes to your LinkedIn Messaging and Strategy. 30 minutes on Zoom. No Sales Nonsense of Any Kind.

https://schedulesupertight.as.me/LIA

• Want some help figuring out how to CLAIM your top spot by becoming a highly specialized category creator?

The NEW Supertight GPT is lying awake in bed, hoping to assist you. Start by checking out this 3 minute YouTube video where we show you how to ask Supertight GPT for help with creating different kinds of client-attracting content, messaging, and positioning.

Our Supertight GPT's response is personal to you, and customizes to create ideas for YOUR Most Lucrative Clients, as you go deeper and deeper with your questions. The Link to access Supertight GPT is in the Youtube Description.

?? Take our AI for a test drive: https://youtu.be/I8_-WgBkqWo