429. Turning Your Expertise Into a Thriving Practice with Matt Church

Mar 17, 2025

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Episode notes

Matt Church shares his revolutionary approach to building a fulfilling business centered around your unique expertise and preferences rather than chasing market opportunities. He explains why the "third choice" of running a practice (not just a job or business) creates more freedom, impact, and alignment with who you truly are.

Key Takeaways

You have three choices: get a job, start a business, or run a practice – and running a practice around what you know gives you more control and fulfillment
Your differentiation comes from preference and selection, not trying to broadcast how special you are to everyone • Work from your essence, expertise, and experience to create something unique without the pressure of being completely different from everyone else
The "vacation test" is brilliant: would you go on vacation with your clients? If not, they're probably not your ideal clients

About Matt Church

Matt Church is one of the world's leading strategic thinkers and speakers, known for helping people prepare for tomorrow by taking action today. As the founder of Thought Leaders™, he's dedicated to developing leaders who make a real difference. From his early days as Australian Fitness Leader of the Year to being inducted into the Professional Speaker Hall of Fame, Matt has consistently pushed the boundaries of what's possible.

He's a bestselling author whose work has been published in 5 countries, and he's recognized as one of the top 21 most influential people in the speaking industry globally. When he's not helping clever people be commercially smart, you'll find him on Sydney's northern beaches restoring his 1962 trawler, Sweet Potato.

In This Episode

[00:00:00] Welcome to the show!
[00:05:56] Meet Matt Church
[00:06:39] Thought Leaders Practice Book
[00:11:06] Experience and Technical Competency
[00:14:43] Imposter Syndrome
[00:16:59] Ways of Knowing
[00:27:20] “Comparisonitis”
[00:48:30] Being Yourself for Others
[00:55:11] Scarcity Mindset
[01:01:12] Connect with Matt
[01:04:03] Outro

Quotes

"You do the world no service by playing it small. It's a form of false humility and it's not what you were born to do. It is a privilege to be self-expressed and it's a privilege to do so in service to others." - Matt Church

"Action precedes confidence. It's much better to launch, to ship, to put yourself on the other side of a declaration and then figure it out. Because we can spend a lot of time on this side getting it right, going ta-da! And it falls flat on its face." - Matt Church

"The times we've been most successful is when we've been the most focused – on the audience, the product, the offer, the goal. It's easier to market. It's easier to know where to network." - Ryan Koral

Guest Links

Find Matt Church online

Download any of Matt Church's books (including The Thought Leaders Practice and NEXT)