It’s go time around here (but no pressure?)
I’m diving in, ready to make some progress toward deciding on my vertical specialty.
I know I said last week that I have really made legitimate progress, but it’s time to turn progress into decisions.
One big step that I took in the last couple weeks is starting Philip Morgan’s Positioning Course.
The course covers four different modules, and I expect it will take me a couple months to finish. I want to take my time with it, really watch each of the videos, and do the practical assignments.
I’m only through the first lesson, so I don’t have a big review yet. But—I was super intrigued by how the very first lesson started.
Philip starts lesson 1 with an exercise. He instructs you to get out a piece of paper and a pen. Then he says,
“You have 3 minutes. Make a list of 10 ideal clients you’d really like to work with—Real businesses. Those with the need to hire you and probably the budget. Use any resource you want. Go.”
I literally sat there, frozen.
I had no idea where I’d go look for ideal prospects.
Even though we’ve narrowed our focus to service-based businesses who are interested in search, I have no idea who would be an ideal client that I should reach out to.
After three minutes of staring at my blank sheet of paper, Philip came back on and said:
“How did that go? That was pretty hard for you, wasn’t it?”
Mhmm. Sure was.
The exercise really showed me how difficult it is for you and for other people to identify exactly who might be an ideal client when you’re a horizontal generalist. When you do a range of services for a fairly general audience, it’s hard to know exactly who to reach out to.
The course is all about helping software freelancers and firms to move from horizontal generalist to vertical specialist.
This weekend, I’m working on an exercise to write brand positioning statements, which will help me explore what we do and for who.