If you run a successful small business, chances are that you are exceptionally good at something. Unfortunately, the skills that define your expertise are an incomplete formula for growth. What’s missing from most expert’s toolbelt is an ability to create powerful stories that resonate with your market.
For example, you can be the best project manager in your region, but unless you can present a story of how your skills differentiate you from your competitors, and in a way that matters to your customers, then your skill is still a commodity.
Until you are different in a way that matters to your customers, you’re just a comodity.
In today’s marketplace, it’s not the best products or services that win. Instead, it’s the ones that tell the best stories and get people to listen. It’s the ones that show people why those stories matter to them that end up winning.
Your challenge as an expert in your field is that marketing (and storytelling in particular), are not what propelled you to the top of your game. And while word of mouth and reputation are amazing tools for new business, they produce only incremental growth, and they fail to scale.
If you want to significant growth, then you either have to master storytelling or hire an expert who has. The good news is that it’s easy to get started.