Summary of The Key to Standing Out in Business w/ Blair Enns

Main Strategies and Concepts:

Choosing a Focus:
Select a specific area of expertise to concentrate on, which helps in standing out from competitors.
Articulating a Claim of expertise:
Make an aspirational claim about your expertise before feeling completely ready. This act of claiming can motivate you to develop the necessary skills and capabilities.
Proof of expertise:
Once a claim is made, work diligently to gather proof that supports this claim, which helps to establish credibility.
Separation from Competition:
Actively work to differentiate yourself from others in your field, which may involve taking difficult decisions that most people avoid.
Iterative Learning:
Through repeated practice and observation, develop a codified methodology that enhances efficiency and effectiveness in your area of focus.
visual communication:
Use visual aids to reassure clients about your process and capabilities, especially in late-stage negotiations.
Behavior in sales:
How you present yourself and your business during sales interactions is crucial. It’s important to demonstrate that you are different and willing to go the extra mile to win.

methodology:

Step-by-Step Approach:
- Diagnose the situation (e.g., the ground for ditch digging).
- Select appropriate tools.
- Prescribe the method (e.g., shape of the ditch).
- Estimate timelines and outcomes based on experience.

Conclusion:

Blair Enns emphasizes the importance of making bold claims, focusing on a niche, and continuously refining skills through practice. The combination of a clear focus, effective communication, and a unique approach can significantly enhance a business's ability to stand out in a crowded market.

Presenters/Sources:

Blair Enns

Notable Quotes

— 01:25 — « Most people will change their desires even their values before they will change their behavior. »

— 01:37 — « Now you have to ask yourself, are you most people? »

— 02:06 — « Most people will live with the undesirable circumstances rather than do the undesirable work. »

— 06:12 — « Sometimes it's better to be different than it is to be better. »

— 06:40 — « You play the game to win or you don't play at all. »