Dominating vs. Competing
There is a big difference between dominating and competing.
When we compete, we tend to focus on what everyone else is doing. We compare what we are doing to what they are doing, and we make decisions based on that comparison.
And when we do that, we make incremental progress, if we make any progress at all.
But when we dominate, we truly separate ourselves from every other competitor out there.
Now, don’t get me wrong. We need competition. We can’t just ignore what our competitors are doing. And we need a competitive spirit to be successful.
The problem comes when we draw our whole identity from our competitor. The problem comes when we make our decisions based on their identity.
When that happens—when our identity is rooted in a value proposition based on someone else—we find that we do not have a true identity or a true value proposition of our own.
And this is a problem.
Know Your True Identity
The first step in moving from simply competing to truly dominating is knowing who we are.
This means that we must understand our gifts, our strengths, and our story.
In order to do this, we must have the mentors, advisors, and community we talked about earlier. These are wise people who can see and call out gifts and strengths that we never knew we had.
They can also help us put the puzzle pieces of our story together, or see our story in a whole new light.
If we truly know who we are, that in and of itself will separate us from our competition.
This is the first key to domination.
Know Your Value
Second, we’ve got to know our value. We need to know our value with more clarity than any other human being on the face of the Earth.
We need to know exactly what it is that we do. We need to know exactly why it is valuable, and who else will see value in it.
We need to know who those value-seeing people are, and understand how to best serve them.
When we focus on dominating, we have perfect clarity as to what we bring to the market. We have perfect clarity as to whom we’re going to market for, and we can afford not to mess with anyone else.
Going through the publishing process laid out in this book will help you to refine your value proposition. It will help you to fully understand it, and to truly believe in it better than any other exercise will.
Lock Onto Your Vision
The third key to dominating is locking onto a vision.
Locking onto a vision does not mean aiming a laser focus on the details. Rather, it means being able to understand the truth about where we have been and where we are going.
To that point, when I think that God might be leading me down a new path, I don’t look to the future. Instead, I take an overview of what has been happening in my life. I look at the people surrounding me, and at the events and coincidences that tie everything together.
Think of a labyrinth or a maze. When we’re in the midst of it, it is easy to get lost. We twist and turn and run into dead ends without the context of our place in the maze or a clear view of our destination.
But when we are able to fly above the chaos and take an overview of the maze, it all makes sense. We see the pattern. We see where we need to go to reach our goal. We get it.
Doing this on our own is hard, if not impossible. We can’t fly on our own without an airplane or a tool or a process for doing so.
Developing this overview—this vision—and locking on to it is a valuable part of the book-publishing process. And the best part is that it comes naturally through the process.
But then once we have our vision, how do we follow through on it?
The good news is that we already have what we need to reach our vision. In fact, the action is almost an afterthought at this point.
But action is still a crucial key to dominating. Without action, our identity, our value, and our vision are inert and can do nothing for us.
As leaders, we have built up the daily actions and habits that will bring us to success. We are the very embodiment of where we are going.
When our vision is strong and clear, and when we are locked on to it, it begins to affect those daily actions and habits. It shines through in everything that we do.
Our actions become the way in which we manifest our vision, the living proof of all we are and all we value.
Put another way, our vision serves as the strategy behind our actions.
What could we become if we held a deep and true understanding of our identity, our value, and our vision—and acted upon it?
Be The Authority
When we know our identity, our value, and our vision, and when these things become clear in our actions and amplified by our influence, we become an authority.
And when we become an authority, when we become known as an expert in something, we can stop competing. We can become truly dominant.
People go to experts for advice on how to do things. They follow the trails pioneered by authorities.
They can do this by visiting us or following in our footsteps—but it is more likely they will do this by reading a book.
A book clearly conveys authority. It declares on our behalf that we are an authority because we have taken the time to gather knowledge, wisdom, and experience. We have gone through the pain of making mistakes, receiving guidance, and reflecting on what we have learned.
We have come to a true understanding of ourselves, our value, and our vision, and we have acted on it by publishing a book.
And we have done all of this for the sake of others—so that they are spared from having to go through what we did to get our results.
When we publish a book, we show our clients, colleagues, and prospects clearly how we can get them from point A to point B. We bridge the gap between where they are now and where they want to be. And we can do this because we have the authority to do it.
We’ve written the book on it, after all.
The Benefits Of Authority
People with authority go places.
That’s what the lion’s share of this book is about—how the book you publish becomes the calling card of your authority. How your book becomes your passport to exponential influence and long-lived success.
Some of these benefits include:
- Bypass the gatekeeper and go right to the C-Suite
- Increase sales and high-quality prospects
- Create a referral tool for your best customers that will make them feel important
- Get free marketing and PR on the radio, TV, online, and more
- Open the door into any business relationship, even from a cold start
- Enjoy consistent messaging through a complex sales cycle
- Start a permanent and lasting legacy
Again, we will cover all of these benefits and explain how publishing a book will make them possible in the coming chapters.
But for the rest of this chapter, let’s focus on the main benefit: the fulfillment of your calling.