September 2, 2020

Meet the new boss, same as the old boss

Do you consider yourself a business owner? Or are you a technician?

I work with people every day on their positioning and publishing and pricing and all the other things that it takes to build an actual business that serves clients and customers.

Most people who are good at what they do - i.e., are good technicians - have little interest in learning how to build a successful business.

They don’t really want to learn how to market or sell themselves. But at the same time they don’t want to work for someone else. They want to be their own boss but don’t want to run a business.

So here’s a prediction...

People who enjoy marketing and sales are going to create subscription based platforms to plug these technicians into.

The platform owner will do all the hard work to attract clients and build trust, and then the technicians will deliver the service like undifferentiated sharecroppers.

Think Netflix for psychiatrists.

In my humble opinion, this will be the new job. The gig economy for independent professionals.

For example:

I believe it’s inevitable that this wave will crash over every profession. But that does not mean you personally need to submit to it.

If you’re willing to do the real work of attracting clients and building trust, you can be truly independent.

Yours,

—J

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