The next big thing in differentiation
Thanks to the internet, information is now a commodity. Thanks to blogs, a unique point of view is ubiquitous. So what differentiates experts now (and in the future)? The answer lies in the common thread from the recent crop of bestsellers.

Branding of the brain
What do Blink by Malcolm Gladwell, The World is Flat by Thomas Friedman and Freakonomics by Steven D. Levitt and Stephen J. Dubner have in common? All three best selling books are used by the authors as a stage to showcase the way they think. Gladwell continues his style of taking unrelated events and makes connections; Levitt takes raw data and uncovers unique answers. The result: the marketplace can't wait to hear what they say next.

High-fee experts in the future will no longer base their business on a single point of view. They will create a constantly moving target by spring boarding how they think into different areas.

Redefine the game
Another thing all three books do: they redefine conventional wisdom. Thomas Friedman refutes conventional wisdom that terrorism is the biggest challenge in the U.S. He identifies "flat world" as the bigger threat and next phase of globalization. This sets him up to be the messenger of all things global. Levitt redefines economics by focusing on the impact of incentives, opening up to find the "real" cause of what seems to be big complex problems. Gladwell shows how decisions are really made.

Experts have done a good job at creating an idealized future. Now they have to use those same skills to redefine the environment that sets up a wide variety of solutions.

Stories: the next generation
Information in a vacuum is no longer relevant. All three books paint a picture on how to apply the authors' latest thinking with stories. Gladwell explores the cause of "thinking without thinking" with stories about marriage and new Coke. Levitt drills down via case study on what really happens when incentives change, from drug dealers to cheating teachers. Friedman uses personal stories to make his ideas accessible. These stories/case studies link the applicability of the thinking to the market's biggest challenges. And best of all: it creates buy-in for the next solutions.

Stories have been used in the past to showcase speaking skills or the "voice". Experts will now use stories to apply their new world order.

If branding is the promise you make to the market, then differentiation is the stage you use to deliver on your promise. How you differentiate your expertise is at a crossroads. It's time for a new path.

Communicating Your Differentiation
OK, so you are differentiated. How do you communicate that in 30 seconds or less? Below are a few do's and don'ts.

Do:

• Tie your credibility with your contribution. Your track record is unique -- use it. Examples: name drop past clients, or a recent speech to a prestigious group. Media is good, too. This alerts the listener that your work has momentum, driving them to learn more.
• Customize your communications. This is no longer a one-size-fits-all world. Find that one thing most interesting to the group you're networking with and lead with that.

Don't:

• Make general claims. Anybody can say, "I help sales people get extraordinary results". Instead, lead with something that is unique to you, and then SHOWS your value. Example: "My clients are in the sales environment, who report XXX sales increase after implementing our suggestions." You better believe that will get a response.
• Lead with roles. You are not a "speaker, author, coach, etc." Instead, lead with your contribution. Example: "I specialize in..." When folks ask how you work then tell them the common formats. Exception: when you are in a group that you want to promote your newest book to, then focus on being an author and drop the rest of the titles.

You asked for it, you got it!
Great news: you now have more options than ever. All learning systems -- Your Position of Power, Become Sponsor Savvy, Springboard Marketing, and the Speaker Success Kit -- are available as downloadable MP3 files. That's right, you can get these systems immediately instead of waiting for the hard copies. Or, if you're one of those "I want it all" folks, you can get both versions at a discounted price. Order the download version of any of the above and get my latest report "Your Most Profitable Path: Business Models that Build Empires" as a bonus. This latest thinking is not on the website and is just for you when you order the download version of any of these systems. But act now. The bonus is only for those who step up by May 12, 2006.

New Uprgrades for Upcoming Bootcamp!
You've heard me rave about the upcoming bootcamp on public seminars in Atlanta. Well, it just got better! The team has waved their magic wand and got a HUGE upgrade on the hotel. The place to be is the Renaissance Waverly Hotel in Atlanta. The new dates: May 5-7, 2006. Due to the date change, my program has moved to the NEW graduate program, extended to all attendees at no extra charge. The teleseminar date for my session: May 11th. No, you won't see my face, but that's OK -- you'll still get the same content. Again, if you are serious about jumping into the event-driven marketing trend, this is the time to move. I've joined forces with the heavyweights in that market to provide turnkey systems for these competitive venues. But time is running out. Click here to learn more.

Books are a spring board.
Think you're ready to write a book? Check out this article about the hazards of writing books too soon. Best sellers today redefine our landscape in ways that prepare us for the future. That's why I am THRILLED to be keynoting at eWomen's Publishing Network this summer. Care to join me? Click here to check out the details.

A:  You have positioned your expertise by content. Buyers may love you but once they "get" your content, they assume that their audiences know everything that you know. Yes, they may say that your work is applicable -- they are just applying your content without involving you.

First, spoon feed your new application to the buyers. Use stories that demonstrate the new application. Second, create new content that focuses on redefining the current environment using your past process. And finally, be patient. Changing the market's perception of you will take time.

" I was recently approached by a potential sponsor who heard me speak ...they were in a position to offer me quite a bit of money but the two of us could not hammer out a plan that would make sense. So I talked with Vickie afterwards and BOOM! She had the plan just like that! She knew exactly what to do...I'm meeting with the CEO to get that plan launched for next year."

Seth Kahan
Author, Building Beehives: A Handbook for Creating Communities that Generate Return

Do you have a question? Need advice from an expert? Write to us.