Choice, The Magazine of Professional Coaching

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entrepreneur coach Reproduced with the permission of choice Magazine, www.choice-online.com Pittsville); type of customer (the only coach for lawyers); and stage of life or business (the only coach for premenopausal women experiencing ‘empty-nest’ syndrome). Finding compelling points of difference using this layer of differentiation depends on how relevant the narrower definition of your field is to your clients and customers, and on how obvious the connection is between your claim and the end results you pinpointed in ‘What’ differentiation. Can you narrow the definition of what you do, where you do it, when you do it or who you do it for, that would enable you to claim a differentiating advantage? Layer #3: Upper Why ‘Upper Why’ differentiation answers a key question always at the back of potential clients’ minds: ‘Why should 20 VOLUME 8 NUMBER 2 “Most clients tell me the way they work is intuitive – they just do it naturally. As a result they never look into their methodology with any depth.” I believe you have the capability to do what you say you can do?’ Investment advisors, real estate agents, consultants, coaches and the full range of other independent professionals often use years of experience, client list, or credentials, e.g.: • ‘Fred Smith, CPP, MBA, IRC, MS Gold Partner, Master Certified’; • ‘Senior partners have over a hundred years’ combined experience.’ What do you tell your clients to give them more confidence that you can actually deliver the goods? Layer #4: How Do you have a unique approach in the work you do? Do you have a comprehensive system or discovery process? Is there one step of an established process that you do especially well? Or, is there a secret ingredient you add to a popular recipe that makes it even better? If you’re like most coaches (and indeed, like most people), the answer is a resounding, ‘I don’t know.’ In fact, most people tell me that the way they work is intuitive – they just do it naturally. As a result they never look into their own methodology with any depth. The thing is, ‘how’ you do what you do is as unique to you as who you are. No one is wired quite the Reproduced with the permission of choice Magazine, www.choice-online.com
Reproduced with the permission of choice Magazine, www.choice-online.com same way you are, and no one has the same set of formative experiences, perspective or DNA. Like it or not, you have a unique way of viewing the world around you. Things that may seem obvious to you are totally ignored by others faced with the same challenge. You may pick up certain pieces of the puzzle that other people leave on the floor. Even if you are applying a rigid methodology, the way you implement or apply it is influenced by who you are as an individual. Another way to look at it is this: your ‘how’ is different from everyone else’s ‘how’ in at least one significant way. Exploring your unique approach also helps you discover which specific aspect of the general service you excel at. You may find that you are so good in one particular area that you can create an entirely new niche within your general category. Can you define your uniqueness to the point where you can turn your ‘how’ into your ‘what’? Layer #5: Deeper Why Why do you do what you do? Now, before you spout off the usual motherhood statements about wanting to help people, think carefully about the question. I am not asking why you decided to become a coach. I am asking: why you are so drawn to the specific challenge you discovered in the ‘How’ differentiation layer? If you’re like most of the coaches, speakers and other independent professionals I work with, your ‘why’ can be traced back to a deep pain, challenge or shame you experienced in your personal life history. Perhaps the challenge you are driven to solve today is a challenge you faced yourself. Perhaps the thing you help other people overcome is the lesson you learned – the hard way. Perhaps the lesson you help other people learn is the same lesson you continue to learn over and over again. Perhaps you are driven by the shame and hurt that was passed down to you by your parents. The deepest layer of differentiation exposes the most vulnerable part of you. That’s what makes it authentic. That’s why it fuels your passion. So now, again, why do you do what you do? Look Up … Way Up! Now that you’ve dug your way to the bottom layer, look up through the layers above you. Can you redefine your what, who, where and when so that all the elements sit directly above your how and why? Throw away anything that doesn’t link directly to your core. You no longer need to do it all – you can focus on the piece that you do better than anyone else in the world. What makes you truly different is the basis of your self-confidence, your competitive advantage in your “The deepest layer of differentiation exposes the most vulnerable part of you. That’s what makes it authentic. That’s why it fuels your passion.” market, and ultimately, your success in life and business. You are now standing on the foundation of your authentic differentiation. You are standing in the place where you have the most passion, the most power and the greatest opportunity to make the change you are driven to make. Isn’t this what you want to be known for? • VOLUME 8 NUMBER 2 21 Reproduced with the permission of choice Magazine, www.choice-online.com
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Choice, The Magazine of Professional Coaching

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