You don’t need better digital marketing or more authority; you need a better professional network.

Our research shows that about 1/3rd of the time someone with a need and budget seeks a custom software developer, they’ll use a web search or marketplace/directory like clutch.co. The other 2/3rds of the time they’ll seek a referral or use another method to find the developer or shop they ultimately hire. This data informs the OpportunityLabs mindset, framework, and process.

Mindset

If you want a better business, build a better professional network.

Seek to understand and leverage existing buyer preferences and behavior rather than trying to change these preferences and behavior.

Use the returns from consistent success with simple methods to fuel growth via more risky business development methods.

Use the tools of authority marketing and content marketing only if:

• If you have successfully built and managed a “lead generation index fund” and wants to invest the surplus (time, emotional energy, money, etc.) into authority/content marketing and
• If you genuinely enjoys this kind of work (publishing, speaking/teaching, podcast guesting, original research, writing a book, etc.) and
• If such activity will likely increase referability or visibility.
• Or: If no other approach is yielding appropriate results within a reasonable timeframe.

The OpportunityLabs Framework

• We use positioning/specialization to create business development focus and meaningful differentiation from our competition.
• We use point of view (POV) to create attraction with the right kinds of prospects and repel the bad fit prospects.
• We use offer design to increase our value to clients and our profitability.
• To increase our discoverability:
  • We help past clients — our highest-value referral source — remember us, stay up to date with our evolving capabilities, match us with the right opportunity when they are asked, and easily connect us with the referral.
  • We help our entire social network understand how we create value, remember us, match us with the right opportunity when they are asked, and easily connect us with the referral.
  • We expand our social network to include more likely and high-potential referrers.
  • We formally introduce ourselves to our competitors and in-vertical or in-discipline colleagues.
  • We work to show up in focused web searches, and any directories where prospects are likely to search for us-shaped solutions.
  • Only when appropriate, we use cold outreach to the very narrow target market that regularly buys the normal version of what we offer.
• We increase our ability to execute consistently, even when life gets crazy or client deadlines hit:
  • Via “good enough” templates and frameworks that are better than doing nothing or endless “gold-plating”
  • Via systemetization and process
  • Via reduction of unnecessary emotional labor
  • Via weekly 15-minute online standups to report on accomplishments, blockers, and next steps
  • Via ad-hoc coworking sessions/groups
• We execute the above using nerd/introvert-friendly methods and content that are respectful of our audience’s time and intelligence.

People

Philip Morgan, author of The Positioning Manual and The Point Of View Guide, runs the OpportunityLabs collective. He serves as your on-demand positioning, POV, and messaging strategy consultant.