The advice to follow your passion typically promotes a sense that things will be easier. However, it isn’t the most reliable compass to guide you toward a successful business strategy.

Why “follow your passion” is bad advice

“Follow your passion!”

Research shows this well-meaning advice can set you up to fail in two ways.

Firstly, the advice to follow your passion typically promotes a sense that things will be easier if you do so, increasing the likelihood of giving up when things are more challenging than expected.

Secondly, following this advice makes us less likely to notice and pursue ideas and opportunities outside of a narrow focus. As a thought leader, your work depends on generating new ideas. You are most likely to find the innovations that will elevate your work by looking in non-obvious places outside of your passions.

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They’ve kept me from putting myself out there more times than I’d like to admit. I’m willing to bet it’s the same for you. We can’t let this happen.

The ego trap that can sink your business

“What if I publish content and only hear crickets?”

“What if nobody comments on my post?”

“What if nobody listens to my podcast?”

Have any of these questions ever held you back?

They’ve kept me from putting myself out there more times than I’d like to admit.

I’m willing to bet it’s the same for you.

We can’t let this happen. The world needs your ideas.

That’s why I was thrilled recently to see that a former client and friend, Stu Swineford, had launched his podcast. But he almost didn’t and had already put it off for a while.

Then he had a shift in perspective that changed everything.

When he shared it with me in an email, I knew I had to share it with you.

Here’s what he had to say.

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The truth is, there’s plenty of room for your voice in the world. And your personal brand needs three things to lift you above the noise.

These 3 Things Will Lift You Above the Noise

“How can I possibly stand out from all the other people saying and offering the same things I am?”

It’s a question worth asking given all the noise on the Internet. Just this morning, I was on the phone with a client who was concerned about starting a podcast when it seems like there are so many people with podcasts already.

The truth is, there’s plenty of room for your voice in the world. In fact, it’s desperately needed. The key is to develop a distinct voice that stands out and draws your ideal audience in.

To stand out in the marketplace, your personal brand needs three things.

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Whenever I find myself at a critical business juncture, I "get out of the building," not literally, especially during COVID, but in the spirit of stepping out of my element.

Get out of the building

I’ve done over 20 coaching calls in the past three weeks. While the topics of each call varied, one piece of advice came up more than any other.

The advice applied whether I was coaching someone just starting out or someone who already had a thriving business.

This advice is my go-to when it comes to getting clarity and confidence about business strategy, both for myself and my clients.

It’s a treasure trove of inspiration and validation.

It’s a simple piece of advice, and yet so many overlook it.

In the words of renowned entrepreneur and author, Steven Blank.

Get out of the building.

In other words, get out and have in-depth conversations with your intended market in which you ask them meaningful questions about their experience.

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The Spotify approach to becoming a thought leader

The Spotify approach to becoming a thought leader

The advent of the CD listening station was a life-changer for me. I’d sit at the music store (remember those) for a couple of hours sampling the latest album releases, looking for something new and exciting to add to my collection.

At the time, it was a big deal to be able to listen to before buying. This is how I first discovered The Cranberries in 1992.

Today, a $10-a-month subscription to Spotify or Apple Music gives you access to endless collections of genres, artists, and albums.

Want to hear some klezmer jazz fusion? It’s just a couple of clicks away. Whatever your need or desire, the Internet’s infinite shelf space will provide.

I often think about how this idea applies to thought leadership and making your expertise available online. When someone goes online looking for insight, help, and guidance, they don’t want to work with just any expert.

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