Peter Winick explains why thought leaders who rely only on personal delivery hit a ceiling. He argues for productizing your expertise into assessments, training systems, and methodologies you can sell repeatedly, shifting from "I do this" to "I have products that solve this."
Hey there, it's Peter Winick. I'm the founder and CEO of Thought Leadership Leverage, and today I wanted to talk to you about some of the struggles and challenges that authors, speakers, thought leaders, consultants, etc., have with regards to scaling, leveraging, and monetizing their thought leadership. Ultimately, it's about productization. So early on in some discovery calls or early in the relationship with a client, I'll ask them, so What is it that you actually do? And typically the answer will, will be something along the lines of, I dot dot dot, I speak, I consult, I advise, I coach. Well, the, the, the obvious piece to that, that, that is challenging to me is that there is no I in product. So those are a series of things that someone, right? Hopefully that you got the right target market can pay you to do. However, if you need to be in the room, or in these days, in the Zoom, for both ideas to be exchanged and dollars to be exchanged, you don't have anything that's scalable. You have a practice. So I would start thinking about what is it that you can do to take, you know, your work, 5 years' worth of work, 10 years, 30 years' worth of work, and productize it in ways that are scalable. It could be anything from validated assessment instruments Video-based training systems, consulting methodologies and models that others can deploy. But what is it that you can do? So when someone asks you, how do you get your work out into the universe? Your first answer isn't I dot dot dot, but it is ah. I have a suite of products, offerings, and solutions that develop these capabilities or solve these problems in in these type of organizations. And I also dot dot dot, speak, advise, consult, you know, on occasion with a select group of clients that need my help personally. So anyway, we'd love to hear your thoughts. Thank you so much.
