From Siloed Expert To Universe Creator

A classic challenge that experts face when communicating their expertise is WHAT exactly to share.?

If you are an expert there are many things you can do?

Exactly WHAT part of what you do, is best to share first??

Does it stops you from sharing anything at all?

Or sharing a bit of everything at once??

Or sharing something different each time you are asked “what do you do.”?

Generally doing any of this causes confusion or boredom or both?

Your target audience cannot see how what you are talking about is relevant to them.?

It doesn’t matter if you have a software or tool or a bespoke process or IP or knowledge.?

The thing we DO doesn’t make sense to our listeners.?

Yet it’s what people pay us for, so if we are not meant to talk about it, what are we meant to talk about?!?

Confusing right?!

What people WANT to hear and NEED to hear is your story.?

By this I mean, your expertise applied to life, building towards a solution.?

This can be best illustrated in a case study - a story of a client of yours, who takes your expertise, applies it and creates a great outcome.?

This in other words is a use-case.?

You can also share a behind the scenes story of you at work, applying your expertise to real life problems and creating real life solutions.?

Your thought leadership is valuable but only within the context of the wider story.?

You are the author of a new universe, a story-verse.?

It’s a world inhabited by your ideal client and the challenges they face, thwarting them on their journey [like swamps, mountains, ditches and deserts].

In your world, you have created a map they can follow, to achieve the desired destination.?

You have crafted all the equipment, tools and gear they need to navigate the journey.?

You represent a mentor or guide who has gone ahead and forged the way.?

All they need to do is follow along now, and take your advice, your map and your equipment.?

For any expert who is talking about their siloed expertise, all they are doing is fixating on a tool or step on the map.?

This does not make sense without the whole universe in place, the picture of the journey laid out for them.?

The expertise is what gets them through the journey, but the universe is where they need to start to inhabit.?

Start to share your story, and as you do, build up a world within which your ideal clients inhabit.?

You have a compelling place from which to invite them on the journey with you.

The rest is a piece of magic.?