You know it when you see it:

Wavy, metallic facades.

Windy staircases.

Peekaboo glass.

An apparent aversion to right angles.

You don’t have to be a student of architecture to recognize a Frank Gehry building like the Guggenheim museums in NYC and Bilbao, the Dancing House in Prague, or the Walt Disney Concert Hall in LA.

I remember living in Miami Beach in 2011, when his New World Center symphony hall opened, drawing excited eyes from everyday residents and the art and architecture worlds alike.

And here in Seattle, his Museum of Pop Culture is a stunning eye-catcher, holding its own directly between the Space Needle and the Gates Foundation.

Gehry passed away last month at 96, and I found it interesting to learn from the tributes and obituaries that followed that, throughout his career, Gehry hated being labeled or categorized.

“Sculpture meets architecture.”

“Deconstructionist”

“Star-chitect”

He loathed them all.

So even though he became inextricably known, loved, and yes (for some) despised for his distinct style and taste…

…he never wanted to reduce his vision down to some cute box, or limit his creativity with defined expectations.

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Sound familiar?

The reluctance to specialization as a new solo consultant is pervasive and strong.

You’re just breaking out of a constrictive corporate box, so why would you want to jump into a new one of your own making?

Well, aside from the benefits you already understand intellectually (e.g., tighter audience, streamlined marketing, deeper authority, pricing power)…

…narrowing down and naming your focus allows you to be instantly recognizable in the market to someone desperate for your help.

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Ironically, as recognizable as that breathtaking building on the corner, designed by the niche architect who never wanted to niche.

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💡

-Wes

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P.S. Are you struggling to become recognizable in the market?

Do you still seize up or go motor-mouth trying to explain your decades of expertise?

My 'Intellectual Headshots' sprint is a 1:1 two-week positioning intensive to surface your exact consulting or coaching lane and articulate your unique point-of-view and value prop visually.

You talk. I listen. And together, we derive the vocabulary and visual assets for you to tell the market precisely who you help and how.

These become the confident narrative spine you can take with you to coffee chats, podcast interviews, sales calls and more.

Sound interesting? Set up a complimentary fit check.

I've completed this sprint with consultants and coaches from over a dozen different domains, and I'll be happy to walk you through the output from the past client closest to your background.

Just three starts available in February, so don't wait too long.