Contenu connexe Similaire à Unfollow Your Passion: How to Blaze Your Own Path to Excellence (12) Unfollow Your Passion: How to Blaze Your Own Path to Excellence1. How to Blaze Your Own
Path to Excellence
With Terri Trespicio
Money Concepts
December 2021
4. How often have we swallowed things
because someone else said we should?
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5. Most people know what’s good for
them (and what isn’t).
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10. I’m not about to tell you what you
“should” do.
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11. To feel good about a decision, we
have to have some trust in ourselves.
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To do business with anyone, we need to
Be trusted.
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How do we show we can be trusted?
Awards and accolades
Referrals
No sudden moves
Navy blue
14. No one says, “We’re good with whatever.”
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In a word, excellence.
15. How do we measure excellence?
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Awards & accolades
More AUM
More referrals
More clients
Scaling big
Staying intentionally small
Being a best kept secret
Being widely known
16. Excellence isn’t just how we
see ourselves…
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But how we are seen.
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Excellence is like the sound of a tree falling
in the forest.
Which means how we
communicate our excellence is
as important as achieving it.
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Copyright © 2020 Terri Trespicio All rights reserved.
“Stop searching for your
passion” 7M+ views
31. Passion isn’t one job, one
role, one anything. It’s
more like…a utility that
we all have access to.
The thesis
32. This book overturns
the ideas, advice, and
platitudes that keep us
from exploring our full
potential.
The thesis
33. There’s also no one
“right” way to run a
business, grow a team,
create a brand…
…or achieve EXCELLENCE.
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Excellence is
idiosyncratic.
“ Marcus Buckingham & Ashley Goodall, “The Feedback
Fallacy,” Harvard Business Review
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We spend the bulk of our working lives
pursuing excellence in the belief that
while de
f
ining it is easy, the really hard
part is codifying how we and everyone
else on our team should get there…”
“ Marcus Buckingham & Ashley Goodall, “The Feedback
Fallacy,” Harvard Business Review
36. Copyright © 2020 Terri Trespicio All rights reserved.
We’ve got it backward: Excellence in
any endeavor is almost impossible to
de
f
ine, and yet getting there, for each
of us, is relatively easy.”
“ Marcus Buckingham & Ashley Goodall, “The Feedback
Fallacy,” Harvard Business Review
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What gets in the way of communicating
your brand of excellence?
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Traditional “branding”
stamps an identity on a mass
produced item to mimic
face-to-face recognition.
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ownership
Branding used to be about
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yours.
Cows didn’t have to mean
anything. They just had to be
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That’s not your problem.
54. You have plenty of cattle.
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It’s safe to say you’re branded
up the wazoo.
•By compliance: What you’re allowed to say
•By competitors: What everyone else is saying
•By culture: What people say you do
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territrespicio.com/getit
Logo?
Bio?
Tagline?
Fancy brochure?
Family crest?
Awards & recognition?
…Table stakes.
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Anti-
commodity?
How will you become the
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“We have a great team.”
“A great reputation.”
“We’ve been doing this for <#>
years”
“We care about our clients.”
“We’re committed to our business,
our clients, our values.”
“We’re passionate about what we
do.”
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To get at what makes them
actually different, I ask for
something else:
Stories.
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Jargon is
professional
cliche.
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(It’s kinda like
cursing—fine
with the right
audience.)
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EXAMPLE: Marketing pro
clicks
scale
communications
digital strategy
list building
influence
User engagement
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EXAMPLE: Financial advisor
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Investments
Portfolio
Retirement
Assets
Plan
Leverage
Optimize
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Think of the some industry terms
and jargon-y words you might use
to describe what you do.
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Now, describe what you do
without using any of those words.
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The Jargon Filter
• Can I easily define it?
• Can I take a picture of it or visualize it?
• Does it distance me from an experience or bring
me closer to it?
• Why am I using it?
• Is there a clearer, simpler way to say it? (If so, why
not do that?)
• Would the listener/reader benefit from a different
word?
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Jargon is language used for a
speci
f
ic audience to expedite
meaning.
Metaphor is a universal language
to expand understanding.
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What does it look like to
replace jargon with meaning?
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territrespicio.com/getit
“People would rather plan
a trip to Tuscany than plan
for their futures.”
It’s been said…
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I asked one firm:
Why do you think
that is? And how
can you change it?
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Plan my vaca
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What I want to do
Plan my future
v.
What I have to do
Excitement and discovery Obligation and drudgery
Focus on what I get Focus on what I risk
Experience the benefits soon Experience them someday
Fun! Boredom.
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Salads always seem like a good idea.
But they rarely satisfy.
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What did they want?
People who could wait.
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What could that look like?
109. Compliance is a check list.
Not a vision board.
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110. Looking to compliance to help
you with your messaging is like…
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Hiring a copyeditor to
f
igure out how to write
your novel.
111. When it comes to compliance, you don’t
have to be less creative, but more.
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How do you give a sense of
con
f
idence without promising
results?
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How about being real speci
f
ic
about who will and won’t work
with?
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Process
Let’s (not) talk about your
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territrespicio.com/getit
woke up this morning
consumed with your process.
No one
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It’s just that it doesn’t
matter first.
It’s not that process doesn’t
matter.
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(I don’t need to know when to meet
you for a date if I haven’t decided
I’m going yet.)
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You can reverse engineer meaning.
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I was hired by a
f
irm, Prothro Blair, to
help them reenvision—and rename—
their brand.
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We went through LOTS (and lots) of
options.
And then I came across a word I’d never
heard before.
134. 134
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Crossvine
Twisting, woody vine that climbs; attractive
to hummingbirds; represents a unity
between the spirit and the body,
vitality, and joy.
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No one had ever heard of it. That was
good news.
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Let’s end on one close to your heart.
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Denis kept talking about love.
144. You’re not just a list of awards, values, or
cliches, or a box full of jargon.
145. You’re not just in the assets business.
You’re in the options business (so
why not give yourself more
options?).
147. What if you defined niche differently?
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You accessed the full spectrum of your brand?
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True excellence is when what
you say matches who you are.
And it doesn’t just to grow your business,
but uplevels the larger conversation.