Monday, 24 January 2011

What do you do in a nutshell? Getting famous for ONE thing.

In a cluttered and noisy marketplace, it can be tough to get heard. We know that distinctive and single-focused brands tend to stand out from the crowd. But for companies and people who provide more than one talent or product, it can be difficult providing that focus.

My advice to those jugglers – whether businesses or individuals – is that they need to identify a common thread that unites their plurality: an attitude, an industry specialism, a philosophy, a unique approach, whatever. Make that thread the single minded proposition to shout about. When clients and prospects get to know you they can learn about the rest of your talents; but first you need to get famous for one thing.

I help my clients distil everything down to that focused, simple and get-able proposition. As I juggle a multi-dimensional work life, it’s something I struggle with myself. How to communicate that breadth – from marketing expertise to book writing – simply? My answer is that I am all about ideas (I'm the 'Ideas Guy'), and I produced this little video below that – hopefully – communicates this clearly. It’s not always an easy one to pull off, let me know what you think. Leave a comment or get me on Twitter @iansanders.

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