PART I<br>PHILOSOPHY<br><br>CHAPTER 1<br>The Twenty-First Century Expert <br>Consulting is now about expertise and the varying ways to provide it to clients.<br>And that expertise has to be around processes and not content.<br>• Expertise Is a State of Being <br>• Providing Direction Depends on the Destination <br>• The Process/Content Chasm <br>• The Thought Leader Continuum <br><br>CHAPTER 2<br>Build It and Tell Them You’ve Built It,<br>and THEN They Will Come <br>This is the marketing business, and expertise without clients makes the<br>tree falling with no one to hear it louder by comparison.<br>• Selling Is Dead <br>• What Brands Are Really About <br>• When They Do Come, What Then? <br>• Unified Field Theory of Marketing <br><br>CHAPTER 3<br>The Power of the Assertive Expert <br>Humility is misunderstood. No one yells for a<br>“humble heart surgeon.” Good enough isn’t enough.<br>• Providing Free Value Continually <br>• Why Being Plagiarized Pays <br>• Copyright <br>• Making Predictions <br>• Peter Drucker Wasn’t Amiable <br>INTERLUDE I<br>The Yin and Yang of Clients and Prospects <br><br>PART 2<br>VALUE<br>CHAPTER 4<br>Maximizing Fees <br>Equitable compensation means just that. You should be<br>paid based on your value, not your time, not your presence.<br>The value mindset trumps the money mindset.<br>• Why Base Fees on Value <br>• Fee Formulas <br>• Collaborative, Referral, and Subcontractor Formulas <br>• Seventy Ways to Increase Fees <br><br>CHAPTER 5<br>How to Write a Proposal That’s Accepted Every Time <br>A proposal is neither a negotiation nor an exploration. It is a summation of<br>conceptual agreement. The sale is made prior to the proposal.<br>• The Role of Conceptual Agreement <br>• The Nine Components of a Proposal <br>• Total Days to Cash (TDTC) <br>INTERLUDE II<br>The Concept of Value <br><br>PART 3<br>EXECUTION<br>CHAPTER 6<br>The Attack of the Esteem Monsters <br>Success is undermined by low esteem, which is caused by fear.<br>And the fear is entirely removable if we have the courage of our talent.<br>• No One Is Shooting at You <br>• Esteem and Efficacy <br>• The Power of Questions over Answers <br>• Maybe There Was Something Under the Bed <br><br>CHAPTER 7<br>The Reality of Technology <br>You don’t need a drill. You need a hole.<br>No one gets wealthy by having four backups.<br>• The Utter Fallacy of Social Media <br>• The Retail Market <br>• How to Hire IT Help Without Becoming Helpless <br>• Standing in the Public Square <br><br>CHAPTER 8<br>The Trusted Advisor <br>How to provide maximum value with minimum labor and<br>build the life of your dreams.<br>• Coaching Isn’t Consulting, and Advising Isn’t Coaching <br>• The Art of the Retainer <br>• How to Position the Advisor Role:<br>An Example Letter of Agreement <br>• The Concierge Consultant <br>INTERLUDE III<br>What’s Your Worth? <br><br>PART 4<br>MEANING<br><br>CHAPTER 9<br>The Ethics of the Expert <br>What you shouldn’t do even if you can, and what you should do<br>even if you think you can’t. The law is not about morality.<br>• Time-Based Fees Are All Unethical <br>• When to Hold ’em and When to Fold ’em <br>• Just Because It’s Legal Doesn’t Mean It’s Right <br>• The Power of Pro Bono <br><br>C H A P T E R 10<br>Options for Growth <br>Building a company, forming alliances, strategies for<br>increasing impact, if you want them.<br>• Boutique Is Such a Strange Word <br>• Feeding Chicks <br>• Valuation: Can You Sell What You’ve Created? <br>• The Power of Solo <br><br>C H A P T E R 11<br>Leverage: More Output for Less Input <br>You can build a solo practice with arm’s-length<br>relationships if you’re careful about your arm.<br>• Leverage: Using Something to Maximum Advantage <br>• Alliances <br>• Subcontracting <br>• Outsourcing <br><br>C H A P T E R 12<br>Crisis Consulting <br>Pandemics, natural disasters, local wars, economic roller coasters:<br>your talent and value are needed. Walt Disney started<br>operations during the Great Depression.<br>• Thriving in Ambiguity <br>• Offering Help <br>• Remote Marketing <br>• Remote Delivery <br><br>C H A P T E R 13<br>Legacy 213<br>Your legacy is daily, and it’s the creation of meaning, not a search for meaning.<br>Are you writing a new page, or is it blank, or the same one<br>over and over? Or is someone else writing it?<br>• Who’s Pushing Your Buttons? <br>• Creating Evergreen Intellectual Property <br>• Who Do You Want to Be? <br>EPILOGUE<br>The Best Practices for Creating and<br>Sustaining Your Endeavor <br>Cathedrals last for hundreds of years.<br>• Logistical, Financial, Legal, Unusual <br>• Advisory Board <br>• Destinies and Eventualities <br>• Threats and Responses <br><br>APPENDIX A<br>Tips from the Million Dollar<br>Consulting Community <br>APPENDIX B<br>101 Questions for Any Sales<br>Situation You’ll Ever Face <br>Index <br><br><br>
