129. Selling access to your thinking

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If you're a marketing advisor, you might feel like you need to have everything figured out. To have a system for everything backed by training, documentation, and formal processes.

But the reality is, all you really need is your thinking—your ability to solve client challenges, in whatever way you know how.

When you first start out, you won't have a formal methodology. You won't have a documented system to give your clients. You won't have resources or a process for running your client engagements.

But that's fine. You're not selling those.

Sure, it makes your life easier. But it's not the point.

The point is to sell access to your brain. You make your time more valuable and your engagements less time intensive later on by creating documented methodologies, systems, processes, and checklists. But that comes later.

Better to get started with your bare hands and build from there. That's where most of the value is, anyway.

—k