At any moment in time, every organization or individual might find themself in a world in which they are having to find strategies to keep up to date with disruptive changes within their industry, profession, or the product or service they sell to their customers. They must align to new forms of competition, new business models, and the emergence of new competitors; they must fulfill a need to continually develop new products or services; or must deal with volatility in pricing, salaries, and fees. It's a natural part of ongoing business evolution.
As someone who has been in the speaking industry for more than 30 years, I've certainly seen it all when it comes to change within my own weird little industry. Topics evolve, new speakers emerge, 'hot topics' become all the rage, fee negotiations take on dramatic new twists and turns, and the very nature of the speaking gig undergoes relentless change.
But one thing has remained consistent, and that is the fact that there are many different types of 'buyers' - those who arrange to bring me into an event or corporate meeting. I learned long ago that I can quickly determine the nature of any speaking inquiry I might receive, and will know if there is something 'real' behind the inquiry. As I do so, I can quickly tell if the individual behind the inquiry is really looking for the type of thing I bring to the table - 'strategic clarity' combined with deep research and extensive customization - or, as I outline below, if they are someone simply looking for a 'body to fill a slot on the agenda.'
Years ago, I realized that my key expertise - my niche - was my ability to dig deep into any complex trend topic and provide that deep insight in a way that makes strategic sense to the audience. This has involved such things as going into NASA (twice) for a look at the future of the space industry when privatization was accelerating and disrupting; the PGA of America when the next generation of tech-enabled golfers was beginning to have a dramatic impact on the game; or Disney when the very nature of the global engine of creativity and innovation as changing. Somehow I've developed a skill - a niche - of providing 'strategic clarity' around very unique and complex issues. This insight is priced accordingly - those with a 'niche' can often set the terms.
That's why I use the phrase 'strategic clarity' so much. Part of the realization of my niche came about because so many of my events were being booked by CEOs or CxOs (a euphemism for CFO, CTO, CIO, CMO, and other C-something-O's) to fit into some key strategic purpose. I recently summarized this into a simple, short brochure outline to help potential clients get right to the point.
The clients who have booked me for this type of event recognize the strategic clarity and insight I bring into the room, and the fee is set accordingly.
And yet, in so many other cases, I'm often on the receiving end of an inquiry for a keynote or talk in which they aren't really seeking any deep expertise or insight - they simply want a speaker that ticks the box of a 'futurist' or 'innovation expert' or 'AI keynote speaker.' They really could care less about what I might bring into the room. They simply need someone, and really don't have any sort of budget to do anything to fill that need - or in other cases, have a budget, but are looking for a 'name' that can serve as a draw into their event, regardless of content.
And so in my industry, one thing has remained consistent - those who are actually booking speakers for their events might fill one of many different profiles. The people who reach out to me might be:
- Body shoppers. They have a slot to fill. They don't really care how they fill it; they are just trashing about looking for a speaker. Content, tone, message, topic - it doesn't matter - they just need to fill the slot! They have an agenda that needs to be completed! Often, they are ...
- 'Big name' bookers. What they really want is a celebrity - any celebrity will do, any big name will suffice, because they just need a draw, but they can't get that celebrity because they are...
- Fee limited. They want a BMW but have a Ford Focus budget. And so they will try to convince you that doing a keynote for them is good for your reputation because they are ...
- Profile sellers. They'll tell you that you should come in and talk to their group for a low fee or for free since it will be great for your profile (LOL) ... but what they really are is someone who is ...
- Running on autopilot. They're a meeting planner stuck in a rut, always looking for the 'next big thing' without giving any time to what they are really trying to accomplish, and so they are ...
- "Hot Topic shoppers." Because they don't have a content strategy, they just flail about looking for something new. Never mind it might be totally irrelevant to the audience, they need hot stuff! (!). Or maybe they are just...
- Going through the motions. Because they know their CEO or some other senior executive is going to ignore their decision because they 'have a friend who speaks' or 'they saw someone speak at a conference or 'they know someone who will do the same thing for free.' This means that in previous situations, they've been...
- Burned and hurt and don't care who they book. They've booked a big name before who gave them a formulaic keynote with no substance and their leadership team is pretty upset with the idea of booking an external speaker ... or it might even be the case that they have...
- No idea what they are doing. They're an executive assistant, a VP, or just someone on staff who has been told they have to go find a speaker for an upcoming meeting. They have no idea of what a speaker bureau is, no concept of fee structures, and really no clue where to start.... which increases the odds that they are the person who is....
- Looking for real content to solve a business problem. These are the clients I love to work with. My home page tagline reads: "I help CEOs achieve their strategic objectives by aligning their organizations to a disruptive, accelerating future. It’s powerful leadership insight based on detailed, specific industry trends – delivered within a fast-paced keynote with a compelling motivational style!”
I love solving real problems for real clients who need real substance and real insight - because I know my niche and live within it. I know that my expertise - my skills, insight, and research - will only matter to those who might be looking for that type of expertise. To the rest, I am simply a commodity, a product, one of my potential speakers on a list, and my chance of having any success with them will be nil to none.
The same thing happens with those who are looking for a new job, consultants chasing the next gig, and agents seeking the next opportunity - and in that context, one of the most difficult things is to get across your expertise, skills, and capabilities. That's why coming to this realization - there are those who will not take one moment to dig into who you really are - will make it easier as the inevitable flood of rejections comes about.
Know your niche. Live within it. Double down on it. Make it clear - and make it clear in your own mind. Stick to your guns. Compete in the space in which you excel. Ignore the rest.
Becomes it will make it easier to deal with the reality of the complex world in which we find ourselves today.
Futurist Jim Carroll loves taking on complex, future-oriented topics. Five years ago this week, he was the keynote speaker for the annual conference of the North American Mushroom Council. He presumed that the event, with several hundred mushroom farmers in attendance, booked him because he was a 'fun guy,' He promised not to keep them in the dark but did observe that he would spore them the details. This came after a talk for the American Concrete Foundation - and for that, he delivered a really solid talk with a deep foundation of strong structural insight that required some time to settle.
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