🔥 Focus To Build Your Expertise
This article is a summary of the book “The win without pitching manifesto” by Blair Enns. We read this book as book #2 of the UX bookclub (join here) and it was pure gold!
Must read for every creative person! Blair Enns devided the book in 12 easy to understand topics — 12 proclamations. So, let’s don’t loose time but get started! 🦾
The 12 proclamations
1. We Will Specialize
“ Expertise is the only valid basis for differentiating ourselves from the competition. Not personality. Not process. Not price. When the client has few alternatives to our expertise then we can dictate pricing, we can set the terms of the engagement and we can take control.“
a.) Having a sales advantage — By being an expert in a specific field, you are able to qualify clients. By rejecting clients who don’t fit the way you work, you create opportunities for those who do.
b.) Having a premium price — As with doctors who specialize, patients come to us because we are renowned for what we specifically do and not because we are cheap.
