Transcript
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Welcome back to BTB Growth. I'm Dan
Sanchez, and today I want to talk to
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you guys about the concept of the T
shaped marketer and why it's a bit
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misleading and what you should do
instead. Now, if you haven't heard of
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the T shaped marketer, it's been around
for quite a while within marketing,
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especially digital marketing circles. I
know I was introduced to it by Rand
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Fishkin on his white board marketing
Friday's that he was doing for a long
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time, probably 567 years ago. I can't
remember actually, when I was first saw
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it. But it's been it's been a while.
And the concept is this is that
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marketers should be equally broad as
they are deep into a specific specialty
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of some kind. So they should be
generalists, both generalist and
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specialist right? They need to have a
broad working knowledge of multiple
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channels, and a specialist in goes
really deep in one, because marketing,
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as we all know, it is getting mawr and
Mawr complicated. So he was making the
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case that in order to be successful as
a designer today, in order to advance
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your career, you need to take this
route. You need to understand how
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everything played together, but you
need to go really, really deep in one
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particular topic. And I actually found
this concept goes all the way back to
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1991 when David Guest, as a part of Tim
Brown's IDEO design consultancy company,
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was using it. Is it a way to do
recruiting and to pull the right people
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into the company? As an industrial
design firm? They were very focused on
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trying to find well balanced people
because creative and well balanced,
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interdisciplinary teams intended to
produce the most innovative results. So
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that's what they used is recruiting as
a way to kind of measure how good ah,
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potential recruit would be for their
company. And now it's being applied to
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marketing all the time. I hear people
talk about it on Lincoln every once in
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a while, and it's still a popular
concept today, But I do find that it is
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misleading for a few different reasons.
I've seen people apply this to their
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own careers and seen some of the
results that have happened because of
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it. So here's why it's misleading, and
then I'll go into what to do about it
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instead. But first y, it's misleading.
It's misleading because most of people
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I find applying this principle does not
lead people to becoming marketing
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superstars. It usually leads to people
honestly being mediocre specialists.
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They think they have a broad working
knowledge. They don't. They just kind
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of understand Conceptually. All the
different channels and usually usually
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don't go is deep. Is you would hope
like they. That's like there's a
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specialty there in email marketing, but
they're not. They don't have a deep
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domain knowledge on email marketing.
They are just email marketers, so
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they're pretty good at it. They're just
normal. Specialist on The problem is
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people don't study that specialty to
aim to be in the top 1% of the people
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doing it. They just do it and read
about it. Blog's about it every once in
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a while, a couple times a week and read
a book about it once a year or
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something and they're just to me that's
just a normal specialty. And that's
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just generally what I see most people
doing with the T framework. And they
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would say there t shaped marketers, but
they're not quite there yet, so I think
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it gets a little confusing. So let's
talk about what to do instead, and why
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the T shape as a metaphor doesn't
actually work in my In my opinion, it's
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actually if we're gonna make a shape
out of it. It's more of a pyramid
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because you're never quite. I don't
know. You're never going to be equal in
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your strength and all the different
channels equally as a general listing,
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just go really off off the charts in
just one or two. It's not gonna be a t
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shaped. It's always gonna be a range of
skills and one and honestly,
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specializing in being really deep in
one usually means that you're gonna be
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pretty dang good in some ones that are
complementary, and I'll get into some
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examples in a bit. But this is what I
would recommend doing instead that I
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think will lead to a much more robust
marketing career. And honestly, I think
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a much more interesting journeys. You
develop your own skill sets as a
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marketer. This is something I've been
applying myself on, and I found it that
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it's actually gone very well. I will
say I spend a lot of time reading and I
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don't have a Netflix account
specifically so I could spend more time
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watching linda dot com and Reading. But
everybody gets to choose how much work
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they want to put into this, to figure
out where they want to be in their
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careers. But I promise if you want to
grind a little bit more to get a little
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bit farther, this has worked well for
me. And what I What I've noticed, like
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the top marketers they're doing is I
start to interview them on the BTB Grow
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show, and we have conversations on
Lincoln is a very similar pattern that
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I see a lot of people following. So
let's take a look at this. I think
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first, if you want to become ah,
marketing superstar, if you really want
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to advance your career and go fast, I
think that general idea that specialize
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is good. But I think first the first
you really want to become a strong
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generalist. I think it's a popular
misconception that you need to
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specialize early in order to become the
best in the field, right. We have the
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tiger Woods of the world that were like
became golf prodigies early in their
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careers and just became some of the
best best in their fields of all time.
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Right? There's a book that came out
this last year that actually kind of
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debunks that myth and shows that
actually a lot of the best in their
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fields. We're best at being generalist
first and then became specialist after
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they learned many disciplines within
the field. Um, then they dove into just
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one. So like musicians with an
instrument, they tried multiple
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instruments and then dive deep in the
one. That's yo yo Ma, he tried. He was
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good at multiple instruments. He just
did it at a very early age before he
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dove into the cello at the ripe age of
10, right or whatever that ages. I
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don't I can't remember the exact date.
And the book that goes into deep and
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does all the research on this is called
range. Why Generalists? Triumph in a
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Specialized World by David Epstein.
It's a fantastic book. Recommend
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anybody who's really interested. If
this. If this subject matter and this
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episodes really diving with you, if
you're really getting into it, then you
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would love this book because this book
covers nothing but this one topic we're
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talking about today, though I do think
that the even this title is a little
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bit misleading because it makes you
think, like, oh, we should all be
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generalists and that's kind of true.
But at the end of the book, he says,
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like, No, it's just the starting point
to your specialty, and that's where
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being a T shaped marketer starts to
look a little bit better. But again, I
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said, the tea is kind of incorrect
because I think a good T shaped
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marketer is actually more of a pyramid
because other complementary skill sets
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you're gonna have to become really good
at some complimentary skill sets in
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order to reach the top 99 percentile of
the said skill. So how do you do this?
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I think you do this generally by trying
to become a specialist in every single
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category first and by becoming a
specialist first, not maybe, like the
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best in the class, but becoming a good
and really good email marketer and then
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a good paid ads person and then a good
content writer and then a good S E o.
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And then a good PR person by be trying
to actually do well in each of these
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things one at a time. And it will take
a long time to do all these because you
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won't have the opportunities to do them
all. You actually would become a
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competent generalist. There's a reason
why most people don't like general
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recipes because they're usually
incompetent generalists. They do a
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little bit of everything, but they're
not really good at anything. You want
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to break past that mode by learning how
to become good in each one before
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moving on to the next. And this could
take time, but it could be accelerated
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through a few ways. So in my favorites
is just having a side hustle on top of
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your job. Or maybe you work is a full
time email marketer or demand generator.
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You can have a side hustle where you
can practice some of these things ahead
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of time. Like if you're a full time S E
O. But the content team does. I want
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you actually writing the content and
start your own blawg, right, like proof
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to them. You can write and then they'll
start giving you a chance to write some
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of the content. Um, of course, they
want you to spend most of your time
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doing the S e O work, but now you can
actually spend some time doing other
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things on the side. And maybe once they
approve, you have a certain competence
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in writing and coming up with the
content. They will give you a chance to
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write a block post every once in a
while toe, increase your skill and
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collaborate with them and they'll
they'll give you feedback and they'll
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make you better. But that's a great way
to do it. You can also just find
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freelance work where you're like, Hey,
I'm not very good at this yet, but you
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can find people to pay you for the
thing that you're not a specialist in
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yet. Whether that's writing block post
or doing a little PR campaign or doing
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some paid ads for the first time, all
these things that we're talking about
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are easy to find free information
online to learn how to do. You could
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learn how to run pretty good Facebook
campaigns just based on the free
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information available on YouTube. You
don't need paid courses for these. You
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don't need a school to school for
pretty much any of these. Other than
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maybe writing like English, studying
English is really helpful. But other
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than that, you can learn how to become
a specialty in all of these. One tip I
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do have is that the 80 20 principal
really does apply really well here. And
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if you work with an interview, people
in these specialties one of my favorite
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questions toe Ask them, especially if
they're really good. Congar view. A
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good answer on this is What's the 80 20
rule of this particular craft? If it's
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running Facebook ads, what's the 80 20?
What's the 20%? That provides me the
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80% of the results? And if you could
get really good at the 20% provided
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they you got the right 20% you could
really become pretty damn good
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incompetent in the field without having
to go through 100% of it. You can
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really master 2030% of it and get
pretty far along Things is what I did
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my own and just becoming a Web designer.
I specialized in WordPress and learning
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how to manipulate WordPress, but I
don't know how to work with other word.
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Other Web frameworks. Well, at all. I
don't know how to work with shoppers
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for I don't know how to work with big
commerce. I don't know how to work with
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any of the other CMS is out there.
Luckily I picked right 10 years ago
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because WordPress now powers 40% of the
Internet. So that's the 2080% principle
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in action and just picking a discipline
to go deep or not to go super deep on
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because I don't I don't I'm not a
WordPress developer. I can't. But I
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could design WordPress sites. I could
get into the HTML and CSS. I could
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manipulate plug ins and go a lot deeper
than most WordPress guys can. Because I
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did the 80 20 principal, and with
WordPress, I could do a lot, just not
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100%. But I could at least do 80% of
what I would ever want to do in Web
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design. So once you have become a
competent generalists by going after
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channel after channel and discipline
after discipline, you could start to
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actually figure out one which was the
most interesting to you and maybe the
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most profitable to you and then you
have a better idea of how to go deep
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into it because you're already pretty
good at it. And now you want to go
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deeper. So here's what I would
recommend to go super deep into it not
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just kind of deep, but, like going into
the fact that of all the people that
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work in this field of all S E O s,
you're in the top 99%. This is not only
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the best way to do it, because you have
such a broad working knowledge and it's
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easier to get there now because you're
good at everything and you know how it
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all plays together. There's a huge
advantage to that. But now you could go
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deeper, faster because you know you're
gonna focus. And here's what I would
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recommend to really focus. You have to
read every book on the topic written in
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that thing. I know that sounds crazy,
but not only is it not too difficult
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because a lot of the information in
those books were overlapping. You won't
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have to read every chapter because the
chapters will become redundant. If
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you're studying social media like you
don't need to read about, like how
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hashtags work every in every single
book you can kind of skip over those
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pages. So it's not that hard to read 10
2030 books because there's so much
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overlapping information. You're just
looking for new information and in
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every single book, and it gets faster
than where you read. But read every
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book and you'll become more confident
as you do it. Like if you could say
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I've read every single book on the
topic, you're gonna feel pretty damn
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confident that you're in that 99%. It
does take time, but it's what you got
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to do to be in that league. Read every
scholarly work written every all the
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research performed years, usually not
as much as you would think, especially
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in these newer digital channels.
There's just not a lot written about
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them yet. They're out there. You could
go to Google Scholar and search for the
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peer reviewed stuff. That's kind of
like been proven and tested and posted
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and published as and like this is valid.
Read those there at a different level
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than the books being published. And
then this one's harder but right 30 to
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60 block posts. Or I guess you could do
YouTube videos or podcasts like I'm
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doing right now, but do 30 to 60 of
them. That answer the most frequently
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asked questions on this particular
niche, because if you can answer the
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questions you grow in your
understanding of the topic, there's
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something about writing that really
forces you to think through the
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material than just consuming it.
Creating content like I'm speaking
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about it right now or through writing
or through recording a YouTube video
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put you at a different level when you
can articulate the best answer to all
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the questions people ask. If you wanna
look for the questions, just go to
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Google and type in the keyword that
you're typing and let Google fill it in
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for you. Use Google's auto Suggest Thio.
Give you the questions people ask. So
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but in content marketing, you'll notice
it'll suggest content, marketing,
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strategy, content, marketing plan,
content, marketing template. You have
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to answer those. Each one of those is
the question you need to answer them.
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You can also go to Cora. A lot of great
questions on Cora. People are asking
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about the topic right, a full length
block post about all of those. The next
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one is toe interview A few dozen of the
top voices in that field get
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relationship with them, understand
their stories, why they do what they do,
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why they think about the way they think
about the topic. Then study the history
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behind this particular niche to go deep.
You wanna understand how it started all
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this, all the precursors that took
place before it started? Who coined the
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term of the thing, how it's evolved
since then Who are the players now? And
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that's what you want to do. Was
studying the history after that You
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during this whole thing? You're gonna
be wanna experimenting with every facet
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with this thing so that there's pretty
much nothing You haven't tried yourself
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in this particular narrow field, and
then you're gonna want to develop your
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own point of views on the topic. After
reading all those books and talking to
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all the experts and experimenting
yourself, you wanna understand where
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you stand in it and develop some of
those unique points of view. By the way,
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if you did all this, you have taken
like the first major step to becoming a
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thought leader in the space. There's a
few more steps to becoming a thought
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leader, but this is kind of like the
groundwork you lay to becoming a really
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thought leader, not a faker thought
leaders just calling himself a thought
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leader on and wants people to think of
them. You're doing the ground, the
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heavy, heavy groundwork of becoming a
legitimate thought leader in the space.
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There's a few more steps, and that's a
podcast for later. But stay tuned for
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more thoughts on thought leadership and
how to become a thought leader. But
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those are the steps you want to take to
go deep, and that is really depth that
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will get you to become a riel,
competent generalists that will get you
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to become in the 99 percentile of a
very particular field. And this is
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where the marketers get paid the most.
The ones that are making the most
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amount of money are following this
blueprint of becoming highly competent
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generalists and then diving deep, deep,
deep into a particular field. So if you
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want to advance your career instead of
and this is a good alternative, I might
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add the other highly paid marketers are
the ones that go up the leadership
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ladder, you know, from Specialist a
manager to director to VP Toe like CMO.
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If that's not your path to becoming one
of the best marketers out there, this
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is like a totally another path you
could take to become one of the best in
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your field. So instead of going up the
leadership ladder, you become, ah,
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highly specialized. I guess we call it
pyramid shaped individual in your
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marketing niche. One last note is why
not the t shaped? And like I said, if
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you're going to specialize and become
that deep and make it to the 99
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percentile of a very specific field,
chances are you're gonna have to get
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really good even better than most and
another adjacent field. Let's say you
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want to become the best search engine
optimization. You're gonna have to
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learn how to write a really good block
post to do that. And you're probably
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going to be better than just a general
competent generalist in that in just
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blogged writing and content and
creating content, you're gonna have to
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be better than average because you're
gonna have to understand the nuances of
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those adjacent fields more. You're
probably gonna have to understand Web
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development better than most because of
the technical side of S C E O and how
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it all works and how the whole Web
works and how Google's. So you're gonna
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have to go deep into how Google's
algorithm works, which is gonna make
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you much more technical than most of
your peers. So, like I said, they won't.
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Your generalist skills won't stay flat
like they're gonna range. They're gonna
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have a base level, but they're gonna
range, and some of them are gonna be
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higher than others. And if you kind of
stack them, you know, in order there,
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they're gonna have, ah, slope to them.
This would have been great if I had a
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visual for a podcast, but no visual on
podcast. But I think most of you were
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picking up what I'm putting down here.
So that's why I find the T shaped
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marketer idea to be misleading and my
practical path that I found to be
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00:16:41.460 --> 00:16:45.150
better for myself, and I've seen it
work out better for others to go down
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this path. Now I'm gonna be doing
another podcast. Pretty soon here about
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00:16:50.350 --> 00:16:53.940
what you could do to go in the other
direction instead of becoming the
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00:16:53.950 --> 00:16:57.470
pyramid shaped marketer in order to go
into a leadership direction. What does
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00:16:57.470 --> 00:17:02.280
a marketer need to do to go from a
contributor to a manager, to a director,
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00:17:02.280 --> 00:17:06.790
to a VP to a CMO? I'm gonna be covering
that the best I can. You have to
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realize I'm also on Lee at the director
level trying to get to the VP level. So
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I've been doing a lot of research of
this myself to try to figure out what
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does it take to become a VP. And then,
honestly, I probably won't be able to
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speak to the VP to CMO jump that much,
But hopefully you guys can offer some
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00:17:20.300 --> 00:17:24.079
feedback as we publish that episode and
start a conversation on Lincoln about
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00:17:24.079 --> 00:17:27.880
it. So thank you so much for listening
to be to be growth. Hopefully, this
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00:17:27.880 --> 00:17:31.220
information was helpful to you and
provide you some inspiration of how to
268
00:17:31.220 --> 00:17:35.340
tackle and grow and advance your own
career. If this episode has been any
269
00:17:35.340 --> 00:17:39.800
help to you, please leave us a rating
on whatever app you're using to listen
270
00:17:39.800 --> 00:17:42.980
to this episode. Just give it a five
star rating. If you want to give it a
271
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review, then that's fantastic as well.
But all I'm asking for is you tap that
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five stars. It helps us tremendously
with getting this podcast found in the
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Apple App store, but also Spotify and
Google on anywhere else, where you can
274
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leave ratings for podcast. Thank you so
much for listening. Gary V. Says it all
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00:17:59.590 --> 00:18:04.520
the time, and we agree. Every company
should think of themselves as a media
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00:18:04.520 --> 00:18:10.200
company first, then whatever it is they
actually do, if you know this is true,
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00:18:10.200 --> 00:18:14.010
but your team is already maxed out and
you can't produce any more content in
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00:18:14.010 --> 00:18:18.360
house. We can help. We produce podcast
for some of the most innovative BB
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00:18:18.360 --> 00:18:22.380
brands in the world, and we also helped
him turn the content from the podcast
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00:18:22.380 --> 00:18:26.610
and the block posts, micro videos and
slide decks that work really well on
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00:18:26.610 --> 00:18:31.530
Linked in. If you wanna learn more, go
to sweet Fish Media com slash launch or
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00:18:31.540 --> 00:18:35.370
email Logan at sweet fish media dot com.