WHAT IS AN INDUSTRY GURU OR “THOUGHT LEADER”?

Someone who...
Shows the way...Has followers...Has a depth of knowledge in their area of expertise...Owns a new idea in their area of expertise...Writes about it, successfully communicates about it, the idea resonates...Influences people...Is known by many people in a niche, or industry

WHAT’S IN IT FOR ME?

There are 4 compelling reasons for you to consider working towards “guru” status:

1. You want to make a contribution, make a small piece of the world a better place
2. You want to leave a legacy
3. You want to increase your profile, be visible, be known, be the “go-to” authority in your field of expertise
4. You want to create wealth for yourself

WHAT MAKES A PERSON THE GO-TO AUTHORITY?

Certain people seem to know certain truths. They have knowledge on a higher level that we want to know about. They answer questions that we have. Generally they’ve written a book or books. They’ve done a good job arranging their ideas, which they’ve made accessible to a broad audience. They give seminars and presentations on their topic. Often the information isn’t new; instead, it’s presented in a new or novel way. We frequently see them quoted in the media, and hear them on radio and TV.

GOOD NEWS: THERE ARE MANY WAYS OF GETTING THERE

Be the local go-to person in your field...Research a subject and publish the results, again and again...Put a contrarian twist on an existing idea...Repackage an existing idea...Create something new in a highly defined niche — be a world class leader in a tiny niche.

YOUR SUCCESS DEPENDS ON THREE KEY DRIVERS

1. Expertise
2. Desire
3. Persistence

USE THE 3-D PROCESS

• Define what you stand for, describe your idea
• Develop your idea, (from what you already know, or research, or combination of both)
• Disseminate: spread the word

DEFINE YOUR IDEA OR CONCEPT

Have an idea in your area of expertise.
Go beyond “out of the box” thinking and get rid of the box. If you’re drawing a blank, possible ideas are those where you’ve found yourself saying, “Someone should do something about....” Be that someone and come up with a new, novel solution.

DEVELOP THE IDEA

Articulate your idea.
Spell it out. Write down your thoughts. Do a brain dump. Describe your idea in detail. Write down who benefits, why your idea works.

Do research — if needed
Learn everything you can about the problem you’re solving. Get statistics, or do your own study.

Write up your results
Think of how you want to present the material: in articles, white papers, Web site. A book is ideal. Most important: prepare the content and materials.

Prepare your distribution strategy
Ask yourself: Who will buy, Who needs to be influenced? How will I get my ideas in front of them?

Develop your packaging branding, positioning and messages
How will you “show up”? What’s your brand and identity? Focus on 4 things:

DISSEMINATE

Roll-out time! Distribute your marketing and media materials and go on the road with your material. Keep on writing, publishing and presenting. Again, and again and again. And reap the rewards of your efforts....

What marketing issues would you like to discuss?
Whatever your question, I’d love to hear from you!

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