There is incredible power in having a singular message and finding 1000 ways to deliver that same message. -Matt Johnson

If we want a simple, profitable thought leadership business, our sole focus should be on finding the Clear & Compelling Idea that speaks deeply to our ideal client.

To cut through the Noise, we need a message that’s razor-sharp, crystal clear and positively polarizing. We need something our competitors would disagree with, something that would cause a stir if we spoke up at an industry event.

Your belief system is like a pyramid. At the top is your Clear & Compelling Idea. Right under that are your Buying Beliefs, the handful of beliefs that support your Clear & Compelling Idea and determine if someone is your “right person.” Under that is your foundation of supporting beliefs, values and opinions, including your Bold Opinions – the beliefs that are controversial and polarizing.

Every one of those supporting beliefs, values and opinions are potential podcast topics, book topics, speaking topics, podcast interview topics. If you’re in the early stages of your thought leadership business, and you’re trying to clarify your message and what you stand for, one of the best exercises is to map out your Point of View.

By mapping out our beliefs, values and opinions, we push ourselves to uncover the supporting evidence, events, and life experiences that have shaped us.

How does this process clarify our beliefs and help us uncover an Idea that can be sharpened and refined into our Clear & Compelling Idea? In this episode, you’ll learn about what it takes to cut through the Noise.


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