Focus on the day after tomorrow

Unless you want more of the same, you’ll need focus on the day after tomorrow.

When you’re a subject matter expert marketing your services, you face a constant struggle. You’ll need to think and act along three horizons.

• First, there’s the day after tomorrow. This is horizon 3: an almost utopian future. In which you only work on projects you love. For great clients, who pay you handsomely.
• Then, there’s today. Horizon 1: everything you’re doing to solve the challenges your current clients face today. The kind of work that may not give you a lot of energy, but definitely pays the bills.
• And finally, there’s tomorrow. Horizon 2: a transition period between today and the day after tomorrow.

When you’re a subject matter expert marketing your services, you’re probably trying to get to that utopian future, which is horizon 3.

This is freaking hard! Mainly, for 2 reasons:

1. Today is way too comfortable. There’s demand. There are clients. They provide you with work. Which brings in money that pays the bills. Why change anything?
2. Today leaves no room for change. The challenges your current clients face today require all your time and energy. Even if you wanted to change, your resources are limited.

However, deep down you know that today will soon be over. The demand will fade. Just like the clients, the work and the money. 

So, when it comes to marketing, I think the emphasis should be on horizon 3.

“But, what about today?” you may ask. Well, today is already happening. The demand is there. The clients are there. The work is there. And so is the money.

Unless you want everything to stay the same – and get more of what you’ve always gotten, I think it’s best to spend your time, energy, and money on getting to horizon 3.

Hope this helps!

Thank you for reading Nudge #003, sent to busy subject matter experts on August 8, 2023.