Peter Winick argues most experts get stuck selling one program when they should own a broader platform. A keynote speaker known only for keynotes misses clients who need coaching or workshops. Close the gap between what you offer now and what people think you do.
Hi, it's Peter Winick. I'm the founder and CEO of Thought Leadership Leverage, and today I've got a thought to share with you and see how you respond to it. Are you known for having a program or are you known for your platform? So let me sort of unpack this a little bit. Lots of folks, you've been doing what you've been doing for quite some time, and it changes and it evolves, and the reality is that very, very few of us are doing exactly what we're doing in exactly the same manner to exactly the same type of clients and prospects today than we were 3 years ago, 5 years ago, certainly 10 years ago. The question is, are you known for having a program or are you known for your platform? What's the difference? So a program is one format of your deliverable. It could be a workshop, it could be a keynote, it could be some sort of a happening program, a coaching program, whatever. It is a program. It is a thing. It is a product. It is an offering, a derivative of your work. The platform is a larger construct, if you will. It is— you are known as the X guy or gal. You are known as the expert in leadership, resilience, management, innovation, creativity, etc. And there are lots of ways, lots of formats, lots of modalities that people can come to you to work with those problems. Some of them are high-touch, high-price. Some of them are lower-touch and higher-scale. Some of them are meant for one population. Some of them are meant for a different population. And I think the reality is, is most of us go deeper and deeper and evolve the work that we're doing and do actually have a platform and have evolved and expanded what we do and how we do it. However, we haven't gone back and closed the gap to those that used to know us, used to work with us? We're very close with our current clients and our current prospects and all that, but the folks that knew you a year ago, 3 years ago, 5 years ago, 10 years ago, are they aware of what you're doing now? Are they under— are they understanding of the full spectrum of capabilities of your platform, or do they still recall you for that program? Love to hear your thoughts, as always. Thank you.
