What the Masters Get That the Masses Don’t
Simplification and depth are a potent cocktail for the entrepreneur.
Market leaders understand this. But the masses 100% don’t. Ask any average business owner, and they will somehow be convinced that if they simply did MORE of what they’re already doing, they’d be successful.
More offers, more content, more funnels, more ads on more platforms. You get the picture.
Be everywhere and do everything. But do none of it with any sort of depth or sense of COMMITMENT to excellence.
In his book, The Road Less Stupid, Keith Cunningham did a pretty good job of skewering this point of view. He teaches that scaling anything that isn’t in an optimal state, isn’t a recipe for big success. It’s a recipe for big, steaming piles of mediocrity.
The business owners who make seismic shifts don’t play that game. They don’t chase attention or duct-tape revenue from every possible product permutation. Instead, they relish depth of understanding and service to their market. They understand their client so well, it feels borderline invasive.
That depth of insight, of empathy, of strategic application, is the unsexy key to domination. It’s a game of compounding, not chaos.
Our good friend Jay Abraham calls it preeminence. We call it strategic depth.
Whatever you call it, it’s how category kings are made.
… And it’s a learnable skill.
Building the Engine (Brand > Tactics)
Truly OWNING a market isn’t about being better. Sounds strange, but it’s really not.
It’s about being indispensable. Irreplaceable to the ones you serve. It’s what happens when your clients stop seeing you as some third party vendor and start viewing you as a fixture of their growth.
That’s why you’ll never see us hawking gimmicks or the shiniest new tactics at you. Those all have their place, but they don’t build trust. Trust comes from:
- Relentless clarity
- Demonstrated expertise
- Consistent leadership
A dominant brand leads with conviction. They don’t rely on noise, instead choosing to build perception. If that sounds familiar, it’s because we’ve been pressing the case in our brand-integrated marketing article.
No amount of clever copy or ad spend will compensate for a shallow position in the market. Focus on the three things we mentioned – Clarity, Demonstration, and Consistent Leadership. You’ll have their buy-in in no time.
Fall in Love with the Client, Not the Business
The fastest path to irrelevance is falling in love with your own process.
This might sting for those of you who are precious about what you’ve built… but you need to hear it. The market doesn’t care how you built it, only if it helps them win.
The Wealthy Consultant model is anchored in client obsession. That means studying their language, understanding their bottlenecks, and building solutions that make their lives easier.
Consultants who prioritize their clients’ evolution over their own egos tend to build institutions rather than income streams. We’ve seen this firsthand with our top-tier clients. They weren’t the most charismatic or connected. They just listened better than anyone else. That’s what gets remembered and referred.
If you want some insights on building this part WELL, you need to pick up Automated Client Culture from our library. It’s $3 and will teach you literally everything you need to know about creating an experience within your product that PRINTS raving fans.
Create a Commitment with the Market
How you teach is not a tactic, although it often feels like one. It’s really a pillar of differentiation and positioning. If it’s done correctly, it becomes your most scalable sales force. When a client leaves your orbit feeling smarter, more capable, and more convicted, they don’t just buy.
They commit.
This is what you want to happen. Not a transaction. A commitment. Transactional brands will be forgotten. Brands you commit to? Never.
That’s why top shelf expert trainers focus on upgrading their clients’ thinking, rather than trying to give them better tools. If you can help them think at a higher level and see the process you’re helping them through as a necessary piece of what is going to take them to the next level, you BOTH win in the end.
The right insights, in the right sequence, perfectly timed with their progression. That’s the key to building trust and confidence with every interaction. We unpack this concept in more detail inside The Wealthy Consultant book, which is essentially a blueprint for scaling trust through clarity.
Lead with Courage… Over Convenience
Leadership in the consulting world is often reduced to volume. There’s this persistent narrative that in order to charge premium prices, you have to give your clients the world.
Our Client Services Director, Mike Walker, often tells our clients, “Don’t mistake volume for VALUE.” Your clients don’t want the kitchen sink thrown at them. In fact, that level of overwhelm will set them back and impede progress. What they really want is certainty. And certainty is created through conviction.
Telling a client what they want to hear is easy. Telling them what they need to hear builds a business. Preeminent consultants are willing to risk comfort for credibility. They know that polite mediocrity is more dangerous than respectful confrontation.
You’ll struggle to build a reputation if your addicted to being “liked” by your clients. Dean Kozora, CEO of Hardly Selling and one of the close friends of The Wealthy Consultant, has built his entire business on saying the hard (but necessary) things that he knows the client NEEDS to hear. Doesn’t mean he’s always popular with those clients.
What’s crazy though, is that his business has grown by leaps and bounds in the last couple of years. Massive leaps and bounds, in fact.
Why? Because your market resonates with CONVICTION and courage in leadership.
Dominate Through Depth
Shallow generalists who feed their market regurgitated pig slop are on borrowed time.
AI will write their scripts (better than they ever could). Market fatigue will drown their gimmicks. They’ll be lost to the bottom of the barrel with everyone else who treated their market as a commodity rather than real human beings.
Only the brands that understand their clients better than anyone else will survive.
If you want to scale, study your client harder than your competition studies ad hacks. Learn their language. Map their pain. Build for their long-term outcomes, rather than your short-term goals.
Because when you go deeper, they go nowhere else.
Retention > Acquisition
Want to scale your business without sacrificing all of your time, effort, and energy to the gods of acquisition? The key lies not in your ability to GET clients, but with what you do with them once you’ve got them. That’s where Automated Client Culture comes in! Build a world-class client ecosystem that attracts excellent clients, and filters out bottom feeders.
