Don't fear alienating people with a strong opinion. A divisive point of view acts as an automatic filter for your business. It repels prospects who are a poor fit for your values and methods while creating a powerful, magnetic attraction for your ideal clients, partners, and investors.
To build a powerful market position, ask: 1) What conventional wisdom is secretly wrong? 2) What harsh truth are clients desperate for someone to finally acknowledge? 3) What strong point of view makes insiders uncomfortable but resonates deeply with ideal clients?
Since AI has commoditized tactical "how-to" information, human experts must evolve their content strategy. Focus on creating content that shapes clients' strategic thinking, clarifies their beliefs by separating myth from truth, and prepares them for future trends they haven't seen coming.
The most significant liability for many businesses is not a line item but the "obscurity tax"—the penalty for doing great work in isolation. To avoid paying it, you must systematically build visibility, earn respect through deep customer understanding, and create undeniable brand preference in your market.
Don't hoard your best material. Turn content that paying clients receive into free lead magnets. Prospects aren't paying for information, which is commoditized; they are paying for the applied insight and implementation of your ideas. This generosity builds trust and attracts more high-quality prospects.
Reposition your branding efforts away from self-glorification ("personal branding") and toward elevating your entire market ("market eminence"). This focus on industry-wide improvement attracts a wider range of stakeholders, including partners, investors, and acquirers, who are drawn to a mission larger than just you.