Go for clarity first before you try to be compelling. – Matt Johnson

The online space will continue to get more crowded, not less. You’ll never have fewer competitors, people’s attention spans will keep shrinking, and everything is going to keep getting more cluttered, fractured, and fragmented.

As an introverted expert, how do you cut through all this noise without being bombastic, personality-driven or showing up louder and more frequently than your competitors?

The answer is showing up with an idea that’s so Clear and Compelling that when the right person hears it, they can’t unhear it. We have to continue to refine our idea until the only response we get is “Wow! How can I learn more?”

In this episode, I talk about the 3 questions we need to ask if we want to sharpen our message.

1) “WHO are your right people?”
Make the critical decision before you do anything else. If you don’t know who you’re speaking too, or you’re speaking to too many different types of people, you’ll never be able to uncover a Clear & Compelling Idea that speaks deeply to them.

2) “What’s the core idea of my business – in 1-2 sentences of plain English?”
Cut out any puffery, ego or hard-hitting, fancy words. Go for clarity first, then see if what you have is compelling. If you find yourself adding in emotionally compelling, interesting, cool-sounding words, cut them out.

3) “What happens when people hear my idea in its plainest form?
If the idea itself, expressed in plain English, doesn’t grab the attention of your right person, then go back to the drawing board. The reaction we’re going for is, “WOW, I didn’t know that was even an option, tell me more!”


If you have an idea for a show and you’re not sure if it works best as a podcast or a YouTube channel, grab a brainstorm call with us. In 15 minutes we can brainstorm your idea, your potential topics and help determine which platform is best for you.


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