How Physicians Can Find Their Consulting Niche: A Proven Protocol

So on the niches, the takeaway, I think, is
going to be the protocol. Not the niche… You don’t need to know your niche today, but
the protocol and procedure that you’re going to follow to figure out what your niche is
going to be. And actually, I don’t really want you to figure
out what your niche is right here, because that would be premature, I think. So you’re going to look at what you’re really
good at. You’re going to look at what you’re passionate
about. You’re going to look at what people will pay
for. You’re going to think about how you’re going
to reach your person, your clients, okay? How you’re going to market to them. And make sure, you’re going to think about
something where you could do a great job. And by the way, we’re going to talk about
doing a great job eventually, and that’s become crucially important, what I call your work
product. All successful consultants have high-quality
work products. They deliver, okay? You can’t get by on BS, and general BS. It’s not going to work, and you don’t want
to work that way. So you’re going to have to develop a high-quality
work product to get business, to get repeat business. We’ll talk about that. And you also, in my view, want to think about
doing whatever additional research, reading, consulting, talking to people, interviewing
them, that has to be done to really become a leader. You don’t have to be the world’s leading expert
in your area, but you want to be a thought leader eventually, okay? Somebody that people will turn to, or can
turn to and say, “Can you help us with this problem?” And looking at the internet is fine, finding
things on the internet is fine. A lot of times, what you’ll get is sometimes
kind of short little articles and blurbs, which is good to start with. But really, it’s just like doing anything
else, I think. My experience has been with this course that
the people that take the course seriously and really work at it, do much better. Some people do it as a hobby. That’s fine. Some people come and really don’t follow up
on it, and that’s your choice. And I’m going to give you a suggestion to
increase the probability that you will succeed as a consultant. It’s not going to cost you anything. It’s going to take an hour maybe. I want you at the end of the course, within
a week after the course, to send me your action plan, okay? This will force you to write it down, and
it’ll be helpful to you. You can just email it to me, [email protected],
or [email protected] And we actually have, and don’t look at them
right now, some action plans from the past in the back of the book. I put them there, rather than talk about them,
we just put them in there. But the people that actually convert their
ideas and their thoughts to writing do much better actually. It’s very easy to come to a conference like
this, enjoy the breakfast, talk, have some fun at the conference, meet some people, go
home, and do nothing. Okay, I’ve done it myself. I stopped doing that. Now, every conference I attend, I write up
a memo. So for example, when I was doing research
for fiction writing for physicians, I attended a course in New York for fiction writing. And I was there for a few days, and I wrote
up a six-page, single-spaced memo about what I learned there. What I learned there, actually, they weren’t
doing that good of a job, frankly. They had people sitting on the floor, they
didn’t have enough room, they didn’t provide any food, and tons of other problems. But it was an eye opener, okay, and I learned
something. And I wrote it down, because you’re not going
to remember six months from now exactly what was said. But if you write down the key points and send
it to me or keep it yourself, you’ll do much better.

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