Peter Winick argues that thought leaders and consultants waste potential by only doing what they're good at: research, writing, delivery. They ignore sales, marketing, and distribution, the functions that actually drive growth. He says you need to hire or outsource your weak spots to build a scalable business.
Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage. And here's the thought that I'd like to share with you today, and that's this: stop only doing what you're really good at. What do I mean by this? In my work with authors, thought leaders, advisors, consultants, academics, I hear a lot of things that they're working on. And the things that they're working on are the things that they're really, really good at, right? Delivering the work, doing the research, writing the articles, etc. The things that they are not working on— and when I mean they, it doesn't necessarily mean they individually, but they organizationally for their company are the things that they're awful at: sales, marketing, business development, distribution, branding, etc. So what do they do? They ignore those things and do the things that they love to do. Now that makes a lot of sense intrinsically, intuitively, but when you look at it as a CEO, as an owner of a business, it actually doesn't make a lot of sense at all. So what I would argue with you or challenge you to do is think about How are you and how is your organization spending time? If you're only doing the things that you're awesome at and ignoring the things that you know that need to be done but that are difficult or not in your sweet spot or you're not comfortable with, figure out how to get the help that you need to get those things done. Love to hear your thoughts. Thank you.
