Podcast: How to Become a Visible Expert

A podcast with Lee Frederiksen, Managing Partner of Hinge Marketing

Lee FrederiksenIt’s not news that the most successful consultants are also highly visible in their markets. Clients seek them out for help, and they ask for (and get) the highest fees for their work.

But many people don’t know what those experts did to achieve their market positions.

My guest on this podcast, Lee Frederiksen, managing partner of Hinge Marketing, decided to find out exactly how the leading practitioners got to where they are and how others could do the same.

His team interviewed 130 “visible experts,” surveyed more than 1,000 buyers, and published the results in the book, The Visible Expert: How to Create Industry Stars. And Why Every Professional Services Firm Should Care.

In the podcast, Lee and I talk about what it takes to become a visible expert, strategies for accelerating that process, and mistakes you can avoid along the way.

About Lee Frederiksen

Lee is the managing partner of Hinge Marketing, a marketing and branding firm for professional services firms. Besides leading the firm, Lee also directs strategy and research for Hinge Marketing clients.
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The Road to Somewhere

managing changeFor almost fifty years, the two main streets running through the tiny center of downtown Napa, California (the city where I live) were one-way.

That changed recently when crews converted them to two-way streets.

Nothing about the five-year, four-million-dollar project was easy.

The city’s planners surfaced the idea of making this change years ago. In response, some people were shocked that the local politicians would propose such a “radical” change.

There would be chaos downtown, traffic accidents, and a general subversion of everything that made the downtown area “special.” This nonsense, which opponents also thought was a colossal waste of taxpayer money, had to stop.

The proponents of the change were equally adamant. They couldn’t imagine how the city managed to attract a single shopper or tourist with such an antiquated, business-hostile transportation grid. Having two-way streets for the downtown area was the only way to drag the city into the future.

Listening to the intensity of the debate, you might have thought that someone was proposing to operate a nuclear reactor in one of the local elementary schools.

Here’s the thing. We’re talking about two streets, each about one mile long. It might take some getting used to at first, but it’s hardly the challenge opponents predicted.

When I drive on these now-two-way streets, the pavement is smoother and the traffic lights operate a little differently, but everything is still in the same place as before. The Post Office hasn’t moved, my favorite restaurant is still where it always was, and the local coffee shop is still serving up the same brew.

The destination (downtown) hasn’t changed. The only difference is some of the scenery you see on the way in or out of town.

Why am I writing about a street improvement project? For me, this project highlights two important things that can impact any consultant’s success.
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