Peter Winick argues that authors, thought leaders, and consultants need to be indispensable to their clients, not optional extras. Most clients view these services as nice-to-have, but the economy is shifting. Winick pushes you to count how many clients actually need you versus just like you.
Hey there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage, and today I wanted to share an idea with you, and that is, that is this: in this economic climate and the climate that we're probably going to stay in for a couple of quarters at least, you have to be in the must-have bucket. It is no longer enough to be in the nice-to-have bucket. What do I mean by that? Well, what I mean is a lot of our clients, authors, thought leaders, etc., Get really engaged with potential clients that fall in love with the ideas, that fall in love with the personalities, that fall in love with the work, and say, "Wow, this would be great to have at our organization. This would be awesome. This would really be nice to have." That's not going to do it anymore. How do you get those potential clients, those prospects, and those current clients to start thinking about you as a must-have? We can't imagine doing the business that we do. Without your assistance, without your help, without your support in developing the capabilities of our current people and future people. And, you know, if you haven't put thought into that in a while, of really being honest with yourself and saying, how many of my clients am I a nice-to-have to, and how many of my clients am I a must-have to, and what do you need to do to move the former bucket to the latter bucket? As always, I'd love to hear your thoughts. Thank you. Thank you.
