Written by: Vickie Sullivan | October 15, 2015
The Strategic Impact of Clarity
There are two schools of thought out there about market strategy. You can either experiment with your messaging with webinars, social media, and see what hits. Or you can get strategic first then implement those ideas.
Why am I a fan of the second option? Because of clients like Ellen Bristol. We worked together many moons ago (neither of us will admit how long it’s been). What she’s done with the platform we developed just blows my mind.
Check out all the things she’s done with her big idea and notice that they are all scalable. She built tech tools and a methodology that created a built-in community of avid support. That scalability makes her thought leadership more valuable. She’s gone from a corporate refugee to an international thought leader in her space. This is how empires are born.
DIY experimenting sounds good because it’s up-front cheap and easy. The real price you pay is time and risk. As Ellen says, “It’s a lot of thrashing around in the water without getting to the other side of the pool.”
Related: How former NFL-player Chris Valetta used clarity to get five steps ahead
What she didn’t mention in the audio clip: how she found her niche after her strategy was set. She never considered non-profit fundraising until buyers discovered her. A great example that your best market strategy can compete in many places. Many folks get platforms and niches confused.
Moral of her story: the earlier you get the right strategy, the more time you have to do big things with the platform. When you are clear about the “beating heart of your business”, your best niche will find you.
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