A songwriter composes songs as poems in his head.

He could tell you about the emotions he'd like to get across, but instead, he crafts a song into a record for audiences to listen to and connect with.

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An architect has envisioned a structure for your new home.

She could tell you what it will look like, but instead, she develops house plans that help you visualize your new life there.

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For expert consultants, you might be able to sell projects by simply describing your expertise in a given area to a client, but typically only if you’ve already established trust by some other means (a shared connection, a direct referral, a marquis name on your resume).

You’ll instill more trust and convert more frequently by translating your expertise into IP, such as a unique framework, playbook, or approach, that is easily applicable to a client’s context and allows them to visualize their way through a pressing problem.

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Just like a song, or a set of house plans, a consultant’s IP is an expertise-delivery mechanism from expert to audience.

What expertise do you need to deliver and to whom?

Answering these questions will start to triangulate what your IP could look like.

💡

-Wes