Peter WinickFounder and CEO @ Thought Leadership Leverage

How Do You Leverage Your Content?

30 Aug 2019 · 1 min

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In this segment, speaker Peter Winick examines the challenge speakers face when their work is treated as a one‑off, transactional exchange. He argues that ideas originating from books, keynotes, or workshops should be repurposed repeatedly to create scalable, repeatable offerings. The current speaking model often leaves a speaker with a single successful keynote and no follow‑up value for the client, which contrasts with most other businesses that reward repeat engagements. Winick emphasizes the need for leverage and scaling in the speaking business, urging speakers to develop systems that let them reuse and expand their content rather than relying on isolated talks.

Chapters

Where we sit in our work is how do you take an idea that might live in a book, that might live in a keynote, that might live just in your head in a workshop, and do something, and then do something again with it, and do something more with it. So one of the things— there's many things that's changed on the speaking business, but speaking is a fairly transactional business. And most of us here are not transactional people in our sort of the rest of our life, right? Right. Many times you give a speech, you give a keynote, and they fall in love with you, and you've got nothing else to give them, right? Because the reward of giving a great keynote is they will not bring you back again the next time to that exact group at the same time, right? So this is sort of the opposite of every other business being rewarded. So it's about scaling and it's about leverage.