Expertise vs execution

Sent by Jonathan Stark on October 28th, 2018

Lots of folks ask me to explain exactly what I mean when I say:

“Sell your head, not your hands.”

It can be difficult to separate the manual execution of your craft from the expertise that resides in your brain. I guess it makes sense to conflate these two things because you draw on your expertise while executing your craft.

But your expertise and your execution are absolutely not the same thing. They can be sold separately. In fact, I would argue that if you don’t start selling them separately, it’s unlikely that you’ll ever make the leap to highly profitable engagements.

Not sure how to differentiate between your expertise and your execution?

Expertise can be written down, execution can not.

Here’s an exercise for you:

Write down something that would be valuable to someone. Even a single page of information is fine. Like, a checklist or a cheatsheet or a self-assessment or a template or a procedure.

Hit reply and let me know what you come up with :-)

Yours,

—J


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