"What got you here, won't get you there": The key mindset shift for struggling data consultants

Mindset

Oct 20

In this article we look at one of the changes in mindset you will need to address as you shift from employee to data consultancy owner.

"I don't want to share my data expertise. I've spent two decades learning it, why would I give it away for free? Your approach isn't for me."

This was the sentiment of someone I spoke with recently on a breakthrough call.

They were considering the launch of a data management consulting firm but wrestling with joining my coaching program.

The reason?

I mandate that all my clients create content as part of their business development strategy; this became a sticking point for them, so they walked away.

Now, most data professionals don't come right out with such a bold admission about sharing their expertise, but secretly, I'm guessing you've had similar feelings in the past.

You think things like...

"I took ages learning that framework. Why would I talk about it and share my secrets with the competition?"

But here's the thing...

What got you 'here', won't get you 'there'

Keeping your expertise locked away may well serve you for local clients and people who already know you.

Referrals may still land in your lap (in a relatively buoyant market).

That's the 'here' - reality now, the work you've always done, the life you've always had.

If you're settled and happy, then settle for the status quo - stick to contracting or employment.

But the guy on the call? He was far from settled.

(And if you're still reading this, I'm guessing you fall into the "I'm not satisfied" camp too).

Like you, he was tired of punching the clock and working for someone else.

Like you, he wanted to have more money, more freedom, more excitement - working for diverse clients on engaging projects, on his terms.

The only problem?

He had the destination, but not the roadmap.

What got him 'here', was not going to get him 'there'.

Sales and Marketing are not optional

If you want to grow your data firm, you have to up your game at marketing and selling.

It's not enough to throw a few buzzwords on your LinkedIn profile and hope some VP of Operations or Retail CFO will find you.

That's old-world thinking, where agencies and recruiters spoon-fed you opportunities by searching for tech and industry jargon such as SAP-LSMW, Microsoft – DTS or BCBS239.

With a data business, YOU have to attract your ideal clients, not through advertisements, snappy straplines and a pretty website, but through content that speaks to the core of the pains they're struggling with when it comes to data.

You need to share deep insights that capture their attention and give them the motivation and sense of direction they need to get out of the shitstorm they've inherited.

Because you’ve seen the statistics on how many data initiatives fail each year - it's frightening, right? And frankly, damning.

Is there any wonder why the modern executive is turned off by data?

It's batshit scary for the people who are poised to sign these programs off.

They're so fearful of failure that most keep relying on the big consulting firms and a 'one-throat-to-choke' mentality.

And you want to break that stranglehold?

Then you've got to start proving your worth - that means content marketing (with a twist).

What insights do you have that can allay the fear for your clients?

Start creating content that matters to your target audience, not the data fraternity, but your real clientele, the one's your ideally positioned to serve.

Talk about the screw-ups and the false-starts.

Talk about what you've learned that works and why you're the expert in your niche.

Share so much expertise that it scares you.

Build bridges to your ideal clients through your content - via LinkedIn, events, partners - whatever it takes.

That's how you get noticed.

That's how you start to get 'there'.

I've got a call coming up with a client today who decided to share what she knew.

She now has a robust data brand, recognised across the globe.

Her revenue streams are diversified. She has the pick of clients in her field.

All of this was achieved through a mix of grit, consistent content marketing and the development of her proposition as an entrepreneurial data expert.

That is next-level thinking.

What level is your thinking at right now?

Are you still settling for the status quo of a few articles a year and a snappy LinkedIn profile?

Perhaps an annual presentation at a data conference coming to a town near you?

If you want to create a successful data consultancy, it's time to play a bigger game and take your expertise to a whole new level of audience.

Because snapping on your heels are a new breed of content creator, and they're going to eat your breakfast if you're still relying on what you got 'here'.