Mark Osborne explains how naming and systematizing your approach creates intellectual property that attracts clients. A repeatable process makes your service concrete, gives prospects confidence, and delivers consistent results instead of relying on intuition alone.
Like, what's the thing that is the way that you approach this that gives your clients confidence that they're going to get the same success that other clients have gotten? Because it's a process. And so often, like, they talk about it in kind of hand-wavy terms and I'm like, let's just turn it into a named process. And then it becomes so much more valuable, not only for them because it becomes IP, but also it really makes it concrete for their prospects.
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