5 Strategies for Making a Name for Yourself in Your Target Market

By Jane Atkinson

How well known are you in your market? When someone says, “If you want to know all about [insert your industry/expertise here], you’ve got to check out [??]” – is it your name that is coming up in the [??]? If yes – then you have probably done a great job positioning yourself in the market. If not, then you’ve got a bit of work to do – and it can all start with five […]

Expert vs. Speaker: Are you the Coke Machine or are you the Coke?

By Jane Atkinson

Several years ago, my NSA colleague Randy Pennington was talking about positioning as an “expert” vs. a “speaker” and he asked the question “Are you the Coke machine or are you the Coke?” The Coke is our knowledge, our expertise, our content.  The Coke machine is the distribution channel for that knowledge, and speaking is just one of those in most situations. When we sit next to someone on a plane and they ask, “What […]