01 Sep The Hypervertical Thesis
The Hypervertical Thesis is, I think, one of the most important things that you should think about when you're putting yourself in position as a thought leader and you are trying to show your authority and knowledge about a subject and it's also going to be a strategy that’s going to win for you over the next 3 to 5 years.
It's very much about knowing who you are and why you do what you do and then expressing that in as much detail as possible over and over and over.
When you know exactly who you are and what it is you're doing and why you're doing it, you then need to go really, really deep and be really, really consistent in actually developing all of your ideas and all of your content around that strategy – it's very, very important.
Don't go too wide and try and be everything to all people. Stay as tight as you can and go really, really deep.
I think being the best at what you do, whatever it is, and doing it over and over again might seem to some people to be a rather limiting strategy but it's the way that you will stand out by producing great content around your strategy, whatever that strategy is.
Then, in 3 to 5 years, when everybody's trying to clamour for that little piece of attention that gets them the profile and it raises their profile, your profile will already be there and it will be strong and it will be consistent and you'll find that as the platforms change and the new Facebook or the new Instagram comes along it won't matter to you because your message will be consistent from start to finish.