A Professional Expert is one who is building their own reputation and business based on their ability to solve a particular type of problem. A business coach, a psychologist, an author, a media personality, a professional speaker, a mentor or advisor…these are professionals whose main “product” is applying their expertise in order to serve others. What separates them from other businesses is the focus of their energy. They focus on being the solution source, not on manufacturing or marketing one as in a product based business. I have been a Professional Expert for most of my career.
Starting as a trainer and facilitator of other people’s programs, after about 400 presentations I began to do my own original research and develop new lessons, courses, books and concepts. Then I created what today is Cathcart Institute. Since then I’ve written 27 books, delivered over 3,500 convention speeches and seminars and written thousands of articles. This has taken me around the world multiple times, allowed me to receive the highest awards in my field and formed countless treasured friendships across every industry or profession. Yes, I have truly been blessed. And you can do this in your field much as I did.
It will take lots of learning, original thinking, following mentors and trying and failing multiple times. But it is there for you, if that’s what you want. The steps are:
- Decide what you want. Expect more than you ever thought possible.
- Focus only on your “lane.” Specialize and stick to one main path.
- Acquire the qualities and develop the traits of the people at the very top, The 1%, in your field.
(This will make you a Magnet for what you want. It will be attracted to you.)
If you are the main solution source that your company offers then perhaps you should become a Professional Expert. To do this means learning to think of yourself objectively as you would about a product. You need to see yourself through strangers’ eyes and sense what would attract or repel them. Your appearance, your typical behavior, your work habits, your treatment of others, your commitment to your profession, your respect for the tools of your trade, the standards you hold yourself to. All of these are vital elements in growing your Expertise so that it will attract business.
When I launched my nascent motivational speaking business in 1976, I joined the newly formed National Speakers Association, NSA. Its members were my heroes; Earl Nightingale, Zig Ziglar, Cavett Robert, Bill Gove, Jeanne Robertson, Nido Qubein, Patricia Fripp and more. I wanted to be like them. At my first NSA convention in 1978 in Louisville, Kentucky I volunteered to help with room set up, to put up directional signs, to help people register for the convention. I went there as a listener, not as a speaker. My goal was not to promote myself, but instead to hear, up close and personally, the wisdom of those who had done it before me. I couldn’t afford the $40 extra to attend the Speaker Hall of Fame luncheon, so I bought a hot dog and ate it in the hallway in order to eavesdrop on the awards program.
I came away from that convention inspired to make my way to the top of Professional Speaking. Over time I served on the board of directors and was elected national president. I continue to support NSA today now that I’m one of the “old timers” who has been there and done that. Younger speakers now come to me for guidance. I’m happy to do what others did for me.
Now, picture your own career in a similar way. See yourself interacting with the giants in your field, listening, volunteering, and learning from them. Put your goals in writing. That is critical! Unwritten goals are mere fantasies and they fade away. Date your goal sheets. Years from now they will amaze even you at how well they predicted your future. Get a clear picture in your mind of the kind of person you aspire to be. Then start now to be like that person. Act as the future you, not the former you, would act.
And, daily, ask yourself this question: “How would the person I’d like to be do the things I’m about to do?”
If I can help, go to Cathcart.com and explore the free resources, then contact me if you want direct guidance. As Zig Ziglar used to say, “I will see you at the Top!”
Preparing for a day on camera