# The Key to Standing Out in Business w/ Blair Enns ## Метаданные - **Канал:** The Futur - **YouTube:** https://www.youtube.com/watch?v=yD-6yenGhLk - **Дата:** 14.04.2024 - **Длительность:** 7:09 - **Просмотры:** 28,529 ## Описание In this enlightening video, Blair Enns shares crucial strategies for distinguishing yourself in the business world. He emphasizes the importance of specialization and making bold claims of expertise even before fully achieving them. This approach not only sets you apart but also accelerates skill acquisition and focuses your efforts. Blair explains that making an aspirational claim forces a business to develop necessary capabilities rapidly, transforming how they're perceived in the marketplace. He argues against the comfort of generalism, pushing for a sharp focus that demands differentiation and expertise. This focus leads to repeated practice and refinement, ultimately developing a codified methodology that assures potential clients of reliability and reduced risk. Enns challenges viewers to confront whether they are willing to undertake the hard work required for success, differentiating themselves from those who choose easier, less effective paths. This video is a must-watch for entrepreneurs and businesses eager to stand out and elevate their operations through strategic specialization and commitment to excellence. 🥇 Futur Pro The professional creative community designed to grow your personal brand, your business, and your network: https://thefutur.com/pro ✍️ Other Courses, Templates, and Tools: https://thefutur.com/shop 🎙 The Futur Podcast: https://thefutur.com/podcast Recommended books, tools, music, resources, typefaces & more: https://thefutur.com/recommendations We love getting your letters. Send them here: The Futur c/o Chris Do 556 S. 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Thank you. -- Host: Chris Do (Bald Asian Guy Talks About Business) ## Содержание ### [0:00](https://www.youtube.com/watch?v=yD-6yenGhLk) Segment 1 (00:00 - 05:00) most people will live with the undesirable circumstances rather than do the undesirable work it's the seventh Proclamation from the book we will build expertise rapidly just to recap a little bit right so first we need to select a focus and then we need to articulate that Focus via a claim of expertise and finally we work to quickly add proof to this claim cuz when we make a claim it's like us planting a flag in the ground and heads turn the competition takes notices notice all a sudden because prior to that as a generalist firm nobody was threatened by us hold on shouldn't you build those first and then make the claim what I would say is make the claim before you are perfectly comfortable making it your positioning the claim that you make can be a little bit aspirational and recognize that the act of making the claim will hurry you up will sharpen your focus to build the missing skills capabilities and process is like nothing else so go ahead and make that claim to the world of what you want to specialize in it's okay to be a little bit aspirational and then once you've made the claim now you need to work hard to make sure that you separate yourself from the pack now you write something in here that almost sounds like fighting words and I love it because it's like are you in or are you out well average human beings avoid the difficult decision and that most people will change their desires even their values before they will change their Behavior and the question you have for people the thing that you must face people is are you most people and I love that it's like fighting words you're like average people do this most people do this now you have to ask yourself are you most people I'm always struck by somebody who's got some sort of ailment that they could just fix fix with sleep diets the big one exercise whatever it is but you know what is it 90% 95% of people won't do it most people will live with the undesirable circumstances rather than do the undesirable work that's what's going on here with uh creatives who aren't able to build a deeper expertise so number one the difficult business decision of choosing a focus and then doing the work that's required afterwards to build that deep expertise most just won't do it now like I've already said the good news is I think once you choose to focus if you have any pride in you um the work actually becomes easy because what I've noticed in my career is you choose a focus I'll put a brave claim out there it's a little bit let's say aspirational and then because I have a proud streak it's like I want to be able to live up to it I'll I have no problem making the claim but then I will run like hell to uh go get what's missing to be able to support that claim but once you're focused and once you have a bit of an ideology then it's easy you you'll actually like fall into this like set way of how you do what you do and you kind of tried to bring this up earlier and I think I steered the conversation somewhere else in that example in the book I'm actually talking about ditch digging although I don't think I say it so you do say it I do say it yeah if I ask you to dig a ditch one time certain width and length it'll take you X long and you'll do it to Y quality but I if I ask you to dig 50 ditches by the time you've dug 50 ditches you will be faster you will be better and you will have developed a way for diagnosing the ground and what tools you should use and what the shape of the ditch should be and all of this just becomes from repeated observation and repeated application so you once you narrow your focus you start to find the best way to do this then you keep iterating iterating you keep developing and furthering and then one day you realize wow I actually I have this codified methodology for ditch digging that you know people who only dig at ditch once a year they would never know this so let's write this out better yet let's draw this out so when I'm in front of a nervous late stage Prospect where the quality of our work got us there but now my job is to calm them down I can roll out this image this visual graphic and say now let me show you how this is going to work so you can rest assured that we're going to get this right we've done this before we do it all the time we have a bulletproof way of doing it first we're going to diagnose The Ground by using these tools then we're going to select the right digging prescribe the shape of the ditch and if ### [5:00](https://www.youtube.com/watch?v=yD-6yenGhLk&t=300s) Segment 2 (05:00 - 07:00) the ground looks like this it's going to be a curved right angles and we're going to use slightly different tools and then it's going to take us this long to build it and we could go in these different directions and just by walking through your codified methodology the client is reassured because the inference is little variability in process equals little variability and outcome if you've done this so many times that you have developed a codified way of doing it I the client can infer from that low likelihood of screwing up and that is really important late in the buying cycle when you're trying to close it's not important early on what's important early on is your ability to get the client to see a beautiful future and you can do that just through your portfolio the quality of your work you know sometimes it's be it's better to be different than it is to be better or sometimes it's easier or more powerful to show up differently than it is to try to claim to be something better now what do I mean by that I'm confusing I might be confusing the issue here what I mean by that is the way that you show up and behave in the sale is a really vital part of you backing up this attitude that we are different like Chris said earlier you play the game to win or you don't play at all and play by play the game to win it's like you have an advantage or you're willing to outwork Etc and like showing up to all a high number of pitches and trying to win your for fair share thinking the odds are one over n that's not playing to win that's doing what everybody else is doing so you either are the hot shop you either have some sort of advantage or you try to break the rules you try to change the rules in your favor --- *Источник: https://ekstraktznaniy.ru/video/20248*