Selling things that are necessary, nice, and indulgent!
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A cluster is a combination of three things.
An idea someone values,
A market who needs your idea, and;
A delivery method that works for you and your client.
We are often asked, "How do you know the right cluster to launch?” There is so much that goes into this but there are three types of clusters you could consider.
- Necessary:
The cluster that you know you can sell. You know the IP, you know the market, and you are experienced in the mode. This is the ideal cluster to launch when you need some cash flow. When you need a win. When you need to get some momentum. These clusters are constructed on your existing capabilities.
Questions you can explore might include:
Who are you?
What have you done?
Who do you know?
Who have you helped?
- Nice:
This cluster will excite you. You might take existing IP into a new market or try new IP in an existing market. Remember you only need to change one part of message/market/mode circles to create a new cluster.
Questions you can explore might include:
What is a new market I’d like to develop?
What is a new message I could share with my existing clients?
What part of my work is exciting me at the moment?
Can I do something more in that area?
- Indulgent:
This is fun – you might be breaking new ground in your practice. You will be offering something new to someone new, in a new way. More experimental than commercial, this can be a great way to test new material and refresh your practice. Here you get to take your brand and positioning more towards the ideal future you.
Questions you can explore might include:
What work can I do to become more professionally famous?
Who do I really want to work with?
How can I make that a reality?
Is there work I am currently doing that diminishes my brand in the market?
What is the funnest, most joy-filled work I can imagine?
Work you love, with people you like, the way you want is the north star of any practice. Taking the time to explore the perfect cluster, the perfect offer that is commercially smart and energising is worth doing!
If you want to learn more about Thought Leaders Business School, join us at our next discovery session.
Lisa O'Neill
CEO