by Sonya Kammes | @sonyakammes

Three Ideas. One Recognizable Body of Work.

The 15-minute Formula I Use for Clients to Identify the 3 Ideas That Can Become the Spine of a Recognizable Body of Work.

THE GOAL: to Choose 3 Ideas You’re Willing to → deepen. defend. demonstrate. repeat.

The GOAL IS NOT: to Choose 3 Topics you can post about.

TO BEGIN: Decide if you will complete the exercise in your journal [ OR ] complete it here by duplicating this page and creating your own notion board. To duplicate click the three dots … in the upper right corner and select “duplicate”.

NOTE TO SELF:

Girl. You don’t need more content pillars. You need a small number of ideas with enough depth to become associated with your name.

Most brands remain forgettable because they keep changing the subject. They publish good ideas, useful advice, beautiful visuals, and occasional opinions — but nothing remains stable long enough to become recognition. I know → because I was one of them.

BEFORE YOU CHOOSE WHAT YOU WANT TO BE BE KNOW FOR:

Most people make one of two mistakes here:

1. They choose something too literal.
2. They choose something that matters to them but gives their audience no reason to care.

YOUR STRONGEST POSITIONING LIVES IN → THE OVERLAP [ BETWEEN WHAT YOU DO EXCEPTIONALLY WELL ] & [ WHAT YOUR AUDIENCE DEEPLY VALUES. ]

*THE KNOW-FOR FILTER

Run each potential “know-for” through these three questions:

• THE LITERAL: What am I actually doing/providing?
• THE DISTINCTIVE: What do I believe, notice or do differently here?
• THE RELEVANT: What does that difference give her that she actually wants?