|
“What’s the villain you are attacking?” I asked a friend who is an expert in Software Development. “I help them clear massive product backlogs,” he told me. “But that’s not the villain. That’s the problem you’re helping them solve.” There is a difference. The problems might look like: – Low hourly rates – Being overweight – Reducing bugs in software But the villain is different from these. It’s the misbelief your audience has that’s keeping them from achieving their goals. For example, take Po from Kung Fu Panda. Sure, Tai Lung, the snow leopard, is the enemy. But the real villain? It’s Po’s belief that he’s not good enough. In The Matrix, Agent Smith is the enemy, but Neo’s true villain is his self-doubt about being The One. He has to overcome that inner doubt before he can fully realize his potential. What about the world of business and marketing? The same idea applies. Wes Wheeles fights the villain of “Your experience isn’t enough.” Jay Acunzo attacks the villain of “The obsession with more reach.” Jonathan Stark is up against “Hourly billing is holding you back.” To stand out, you need to find your villain—the misbelief that’s standing in the way of your audience’s success. P.S. Many experts and Consultants struggle with their narrative, unique POV, and most importantly, the villain they are attacking. I am thinking of putting together a short coaching arrangement that helps them get clarity around their messaging. Depends on the kind of response I get. |
