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Invaluable: Becoming a Leading Authority with Dave Crenshaw
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Introduction
Welcome
00:04 Are you invaluable?
00:06 In terms of your value as a human being, clearly the answer is yes, but what
00:10 about your value to your marketplace?
00:14 Do you offer something that your market can't live without or at least doesn't
00:18 want to live without?
00:20 The people who have the greatest value in the market, the ones who earn the most
00:24 and who have by the world standards very successful careers, have used six
00:30 factors to get there.
00:32 They may not even be aware that they have been using them, but the combination
00:36 of these six factors determines one's value in the marketplace.
00:40 The first factor is savvy.
00:43 A savvy person possesses know-how, an intuition to understand what's going on in
00:49 the market and with the business.
00:51 The second factor is ability, which simply measures how well you do what
00:56 you're supposed to do.
00:57 The third factor is irreplaceability, putting yourself in a position that makes
01:04 it very difficult to find someone else to do your job.
01:07 The fourth factor of focus goes hand in hand with irreplaceability. Focus refers
01:14 to your ability to eliminate distractions to your time.
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10/26/12 10:09 PMInvaluable: Becoming a Leading Authority | Video Tutorial Transcript from lynda.com
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01:18 The fifth factor is connection or your ability to build relationships with
01:22 people around you, particularly in a professional or business sense.
01:27 And finally, the sixth factor, authority refers to how strongly the current
01:32 market considers you to be the top expert in your field.
01:38 We're going to take a look at each of these in more detail throughout this
01:41 series. This course explores the invaluable factor of authority. By building
01:47 your reputation as a thought leader, both inside and outside of your company,
01:52 you will become more sought after as someone who is invaluable.
01:59Collapse this transcript
Understanding the importance of authority
00:00 Do your peers both inside and outside of your company consider you to be a
00:05 leading expert in your field?
00:08 The invaluable factor of authority is tied to your answer to this question.
00:13 Authority is the last factor because it builds upon the other courses.
00:18 In fact, in order to get the greatest benefit from this course I recommend that
00:23 you complete the previous four courses first.
00:26 Authority is particularly important because many people overlook it.
00:31 They believe that it doesn't apply to them unless they own their own business;
00:35 they are an author or have certain credentials.
00:38 They may also feel that some of the things I suggest they do to become an
00:42 authority are too challenging.
00:45 This creates an opportunity for you. If you are willing to put in the effort,
00:50 you put yourself into an elite group.
00:53 An employee who is recognized both inside and outside of their company as a
00:58 leading authority dramatically improves their value.
01:02 This factor evaluates how strongly the current market considers you to be a top
01:07 expert in your field.
01:09 The most valuable people have found the way to leverage authority to their benefit.
01:15 Think about this for a moment. Our world is saturated with information.
01:20 Many people have so many choices that informed decision making is nearlyimpossible.
01:26 An authority helps this situation by being a decision leader.
01:31 People can make decisions with confidence by listening to the recommendations of
01:36 a legitimate authority.
01:38 Most of the decision leaders and authorities in your life aren't celebrities,
01:42 they are mentors, teachers, community leaders, friends, or perhaps even your
01:46 boss. Every person has the potential to be an authority in a unique area.
01:52 The question isn't whether you have expertise to offer, but rather what is your
01:58 best expertise and who would be most interested to learn what you know.
02:03 As you develop authority, your opportunities to serve others will increase.
02:08 In this course, I'll help you identify your area of expertise and then help you
02:13 work on strategies you can use to develop authority, both within your company
02:18 and in the community.
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02:20 As you do this, you'll make significant progress toward becoming invaluable.
02:26Collapse this transcript
Using the exercise files
00:00 Throughout this course, I'll be asking you to fill out worksheets to better
00:03 understand how well you're progressing on the path to becoming invaluable.
00:08 These worksheets have been provided in the exercise files tab on the course
00:13 details page for all lynda.com subscribers, or if you're watching this tutorial
00:18 on a DVD-ROM, the exercise files have been included there.
00:22 I suggest that you download these worksheets and print them out prior to
00:27 watching the course.
00:28 At various points throughout the course, I'll be asking you to pause the videos
00:32 and fill out a worksheet.
00:34 In order for you to get the most out of this training, I recommend you have
00:38 these worksheets on hand.
00:40 Now let's get started.
00:42Collapse this transcript
1. Preparing to Build Authority
Determining your area of authority
00:00 Now that you understand the importance of the invaluable factor of authority,
00:05 your next question is likely what should I become an authority in?
00:09 This is an important question to answer because it's going to build the
00:13 foundation for all the work we do in this course.
00:16 To help you identify and choose one or two possible areas of authority, I've
00:22 provided a downloadable worksheet that builds upon our previous courses on
00:26 becoming invaluable.
00:28 To get the greatest benefit from this worksheet, you may want to review the
00:32 section on talents in my course on unlocking your abilities, and the section on
00:38 most valuable activities in making yourself irreplaceable.
00:43 In the authority identification worksheet, you'll see a simple chart.
00:47 The first section asks you to list three talents.
00:52 I define talents as activities where you are gifted, that you love to do, and
00:56 where you've developed skills.
00:58 When all three of those come together, you have a talent.
01:02 List your top three talents in this section of the worksheet.
01:07 Next you'll list your most valuable activities, or MVAs. These are your
01:13 activities that are worth the most per hour; that you would have to pay someone else
01:18 the most money to perform them as well as you can.
01:21 Choose your top two MVAs and list them here.
01:25 Next you'll see two columns, advice and like.
01:30 Check the advice column, if that's an area that people commonly come to you for
01:35 advice or mentorship.
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01:35 advice or mentorship.
01:37 Check the like column, if this is an area where you would like to be
01:42 recognized as an authority.
01:44 It's important that you enjoy sharing your knowledge with others in the
01:47 activities you choose, since you'll be doing more of that in the future.
01:52 Now look for talents and activities where you've put check marks in both the
01:58 advice and like columns. Also look for areas where your talents and your most
02:03 valuable activities are the same.
02:05 Wherever you have a match, between your MVA, your talent, advice, and like, is
02:11 likely the area in which you want to build authority.
02:15 Below this table, you'll complete two statements.
02:18 The first says, Inside of the company I work for I would like to be known as an
02:24 authority on... Go ahead and finish this sentence.
02:28 The second statement for you to complete is In the public, I would most like to
02:32 be known as an authority on...
02:35 Sometimes your answers to these questions will be different.
02:39 This is common when you're new to your career and haven't yet established
02:44 authority in a particular field in the public or in your company.
02:48 If the two answers are the same that will make your path to becoming an
02:52 authority even easier.
02:54 In the upcoming videos, I'll discuss how you can create a plan to build your
03:00 authority in that area, both inside and outside your company.
03:05Collapse this transcript
Scheduling time to build authority
00:00 In other courses, I've suggested that you schedule time to focus on developing
00:05 yourself. In becoming a leading authority however,
00:08 you're going to create a time budget for sharing your knowledge with others.
00:13 Certainly, as you teach others, you'll develop yourself.
00:16 I have found that I always learn the most when I help others learn, and it's the samewith you.
00:21 Your career will progress and all the other invaluable factors will improve as a
00:27 result of your efforts to become a leading authority.
00:30 The process is fairly straightforward. Open your calendar and find some time
00:35 every week that you can budget to work on becoming an authority. Be realistic;
00:41 one hour per week is enough to start.
00:43 Look in your calendar for a regular day and time when it's most likely to be
00:49 quiet and you won't be interrupted. Then set up a recurring weekly appointment,
00:54 and when that time arrives in your schedule keep that appointment.
00:59 In the coming videos, I'll show you plenty of things you can do to make that
01:03 time meaningful. As you become more of an authority, you'll want to devote more
01:08 time in your schedule. When you get to that point just assess how much time
01:13 you're spending and then establish a revised time slot.
01:17 Setting the schedule is the foundation. By using the schedule and making just a
01:22 little progress each week, over time you'll see the accumulation of your effort
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01:22 little progress each week, over time you'll see the accumulation of your effort
01:28 and grow steadily to become an authority.
01:31Collapse this transcript
Selecting a mentor
00:00 Perhaps the fastest way to become an authority is through the guidance of
00:04 someone who has already become one.
00:06 This concept has a long history. Centuries ago if I wanted to become a master
00:12 blacksmith, I would begin as an apprentice to another blacksmith. Working for
00:17 years alongside a master, I would gradually move up the ranks to become a
00:21 journeyman, and ultimately a master blacksmith myself.
00:25 Today we use the term mentorship. We find a mentor, someone we trust and who
00:31 has already achieved success. And by following their device and communicating
00:36 with them regularly, we progress toward ultimately becoming a master like them.
00:42 You can find a mentor in any of three settings.
00:45 The first is inside of your company.
00:48 Let's say that I want to become an authority on programming computer games.
00:53 If I'm working inside a company that programs those games, then I can identify
00:58 one person who is highly successful in that and is already an authority within
01:03 the company. I might approach them and try to develop a professional
01:07 relationship, getting their permission to ask questions regularly, so that I
01:12 can learn from them.
01:13 I might also look for opportunities to work on projects with them.
01:18 The next place to look for a mentor is outside of the company, but within your
01:23 network of friends and acquaintances.
01:26 It's usually a bit easier to get these people to be your mentor because you
01:30 already have a relationship with them, or you may have a friend who can introduce
01:35 you to someone who is a master.
01:38 You'll have to work with this person to create a structure that works with
01:42 their busy schedule and yours, so that you can meet occasionally and learn fromeach other.
01:47 The third setting for finding a mentor is what I call long-distance mentorship,
01:52 in this situation you find a master to mentor you from afar.
01:58 Using my earlier example, I might identify the world's leading authority in
02:03 video game creation and look for them online.
02:06 The good news is the nature of an authority is that they share their
02:10 information with other people.
02:13 So it may be fairly simple to gather curriculum for learning from this expert.
02:18 I might connect with them on online social networks. If they have a blog, I
02:23 would subscribe to it. If they have a podcast, I would listen to it, and
02:27 certainly if they're writing books, or delivering seminars, I would want to
02:31 participate in those.
02:33 Any opportunity you can get access to and learn from their expertise.
02:39 As you're following a mentor from afar try to discover how they rose to an
02:44 authority position, what path they followed, and try to build a history to
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02:44 authority position, what path they followed, and try to build a history to
02:49 understand that path.
02:50 While you might not be able to walk that same path, their steps may provide
02:56 helpful hints to finding your own way.
02:59 The truth is there are no shortcuts to becoming a master in your field. Becoming
03:04 an authority will take you some time, but finding another master to learn from
03:09 and consistently scheduling time to learn from them will make the process easier
03:14 to rise from apprenticeship to a master yourself.
03:19Collapse this transcript
2. Building Authority within a Company
Becoming a systems expert
00:00 When it comes to building your authority inside of the company, the simplest and
00:05 fastest way to begin is by becoming a systems expert.
00:09 A systems expert is a bit like a mountain guide. If you want to climb a mountain
00:14 you've never climbed before, hiring a mountain guide is essential. Why?
00:19 Well, because they've been up and down the path many times and have helpedother
00:24 people walk that path as well.
00:27 A systems expert is someone in a company who best understands certain processes
00:33 and procedures within the business.
00:36 They may have documented those systems. Just like the mountain guide in our
00:40 example, they are someone who knows the path and can teach it to others.
00:45 Consider an example for a moment. Let's say a company uses a unique software
00:50 program to work with and track all of their projects; perhaps it's a specialized
00:56 program for their industry and their unique needs.
00:59 Whenever a new employee joins the company they need to be trained on how to usethat software.
01:06 The systems expert is recognized as the authority in using that software, and
01:11 because of that they are very valuable to the company.
01:14 As a systems expert, they may have already documented some of the most critical
01:20 processes that someone else needs to learn.
01:23 Documenting those processes does not make them replaceable;
01:27 in fact the opposite is true, because they are the expert who can best teach it
01:33 with authority to other people.
01:35 This is the very heart of why systems experts are so valuable.
01:40 Documentation alone is not enough.
01:43 In order for people to be truly successful in a position, they must learn from someoneelse.
01:49 A systems expert within the company is the authority, the master, the mountain
01:55 guide who can teach it to others.
01:58 Many CEOs and business owners have told me through the years that one of the
02:03 things that makes an employee invaluable is that they know a system so well
02:08 that they can teach it to others.
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02:10 This is the result that we'll be working toward in the coming videos.
02:15Collapse this transcript
Getting company buy-in
00:00 Before we discuss how you can become a systems expert, it's important to
00:04 consider the need for getting company buy-in.
00:07 This process varies depending on the type of company or organization that you're in.
00:13 First let's consider the small or high-growth business.
00:17 These businesses depend on people being flexible and doing whatever it takes to
00:21 get results; because of that training is usually done verbally without systems
00:27 documentation and likely has been this way for quite a while.
00:31 Business owners and CEOs in these businesses usually recognize the need to
00:37 document systems, but have been so busy and caught up in the day to day that
00:42 they've been unable to work on this.
00:45 In a small business if you can approach the business owner or senior
00:49 manager and offer to document systems on behalf of the company, this will
00:54 usually be viewed favorably.
00:56 Just to make sure that you get permission and buy-in from someone before youbegin.
01:02 Now let's talk about the larger more established companies; the ones that have
01:06 been running for many years, have many levels of management hierarchy, and
01:10 probably have all of the systems documented to a degree.
01:14 In these businesses, you'll need to dig a little deeper to become a systems
01:18 expert. You may not be the one who is documenting a system, but instead be
01:23 mastering critical systems and even offering suggestions to refine them further.
01:29 For example, if I'm a sales executive within an established business like this,
01:35 I first want to learn everything I possibly can about the company's recommended
01:40 sales processes, and then use them in the field.
01:44 I test every aspect of those sales processes and make recommendations for
01:49 improvement to my manager.
01:51 I may also write documentation to support the systems, such as helpful tips to
01:57 keep in mind or top 10 customer objections.
02:01 The more invested I get in the existing company systems and the more
02:05 refinements I suggest to them, the more I will become recognized as an
02:10 authority in that particular area.
02:12 Of course, company cultural norms apply. Be careful in how you suggest theseideas.
02:19 Follow the guidelines that have been established within your company.
02:23 It may take some time to build your authority and be recognized within a largerbusiness.
02:29 But if you consistently make an effort over time in mastering these systems,
02:34 your opportunity to be recognized as a systems expert will come.
02:39 Whether you're in a small and growing company or a larger established one, there
02:44 are plenty of opportunities for you to become a systems expert.
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02:49Collapse this transcript
Documenting the "what" in systems
00:00 Let's begin the process of helping you become a systems expert by showing you
00:05 how to document a system.
00:08 I've provided you with the template called the single page system template.
00:13 The idea is to get as much information as you can about a system onto a singlepage.
00:19 If we try to document a system in too much detail, it loses its value because
00:25 people are less likely to read and use it.
00:27 We want an outline, a sketch of what someone should do when using the
00:32 system that leaves room for you as a systems expert to teach them all of the finedetails.
00:38 We'll cover this process in two videos.
00:41 We've provided an example systems template called the Washing clothes systemsexample.
00:47 This everyday example will help us illustrate how easy it is to document a companysystem.
00:54 First, I'll explain how to complete the left side of the template, what I
00:59 call the foundation.
01:00 The foundation begins with the upper left -hand corner of the template, the what.
01:06 The What section is designed to create a picture in someone else's mind of the
01:11 end result of the system.
01:13 This is a brief phrase, one or two sentences, that begins with "This system will."
01:19 In the example, the what is to ensure that our clothes are clean, fresh
01:24 smelling, without shrinkage or color bleeding and are ready to put in the
01:29 dryer. That's all we need.
01:31 Now the Why section; this is the logic or motivation behind following a system.
01:37 We want to convince in a few words someone else as to why following the
01:43 system benefits them.
01:45 In our example, the why says having fresh, clean clothes will help you look more
01:51 attractive and socially acceptable.
01:54 Next, the Who section. Here we simply list the positions responsible for
02:00 following this system.
02:02 You might list positions such as sales manager or assembly line worker,
02:07 depending on the system.
02:08 In the example we've provided, I'll just say me.
02:11 The statement the "Results are reported to" refers to the manager for that person,
02:17 such as the sales manager or production manager.
02:21 Again, for my example, I'll just write my wife. She'll let me know if I didn't do a goodjob.
02:27 Next, the when. This refers to any standards that we want to measure in terms of
02:33 time, timing, or length.
02:35 It can also include scheduled times when the system should be followed.
02:40 In our example, we put clothes should be washed every Monday,
02:45 the average light cycle is 30 minutes, and the average heavy cycle is 45
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02:45 the average light cycle is 30 minutes, and the average heavy cycle is 45
02:50 minutes, and do not allow wet clothes to sit in the washer for more than 1 hour.
02:57 Next, the How much section. Here we list anything numerical or quantifiable,
03:02 such as performance standards, results, numbers, or statistics.
03:06 In our example, we should use 1/2 cup of detergent and the washer should be atmost 3/4 full.
03:14 Finally, the With what section. Here you list any resources the system requires.
03:21 In our example, we've listed dirty clothes, the clothes washer, detergent, laundry
03:27 booster, and bleach.
03:29 Now it's your turn.
03:30 Choose one company system that you want to work on and begin filling out the
03:36 left side or foundation section of the single page system template.
03:42 You can refer to the documented example we've provided if you need help.
03:47 After you've done that, you'll be ready to move on to the right side of the
03:51 template, which is the how-to.
03:55Collapse this transcript
Documenting the "how" in systems
00:00 Once we've established the foundation of a system on the left side, we're ready
00:05 to move onto the main part of the system, which is the how-to section.
00:09 This is where we list all of the system steps.
00:13 We don't need to provide every little detail regarding the how. We just want to
00:18 create an outline, a sketch of the general steps that someone should follow to
00:23 complete this system.
00:25 Keep in mind that this system is designed to be a training tool for use in
00:30 teaching the system to another person.
00:32 The fine details can be covered in the teaching process.
00:36 Let's begin continuing with the washing clothes system example we provided.
00:42 Step one of the how section is unique as it's not what you do but instead the
00:47 event that triggers the need for a system.
00:50 In this system, step one is "Monday morning, laundry day, arrives."
00:56 Step two is where we begin the step-by-step how-to of the system.
01:00 If you need help in coming up with this list, ask yourself this question:
01:05 What is the next step?
01:07 Write down that step, and then again, what's the next step?
01:11 In our example, you'll see "Sort clothes into white, light, and dark piles."
01:17 Then ask what is the next step?
01:20 Step three is "Place a load of laundry, all of one kind, in the washer."
01:25 What's the next step?
01:27 Step four is "Measure out the appropriate amount of detergent and add to thewasher."
01:32 What's the next step?
01:34 Well, the next is optional, but we can add a laundry booster for tough stains or
01:40 bleach in the bleach dispenser.
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01:42 What's the next step?
01:43 Step six tells us to set the washer to the appropriate temperature settings.
01:48 Notice again the use of bullet points to quickly call out different ideas, and
01:54 then the rest of the system unfolds step by step. From here just keep asking
02:00 that question what's the next step and so on until you arrive at the end result of thesystem.
02:07 You may wonder what if I have many steps that are going to make this document
02:12 spill on to more than one page?
02:15 My first recommendation is to ask if the system can or should be broken down
02:21 into smaller systems.
02:22 For instance, in this example, trying to cram both washing and drying into a
02:29 single page system is unreasonable.
02:32 So I've broken the two apart and at the end of the washing system, you'll see
02:37 the reference to begin the dry clothes system.
02:42 Create a simple outline that fits onto one page without making the text size any
02:48 smaller than is comfortable for reading.
02:51 As you experiment with documenting systems, you'll start to get more familiar
02:56 with how much material you can comfortably fit onto one page.
03:01 And now it's your turn, complete the How section for the system you chose to workon.
03:08 After you've documented your first system, you're ready to move on to the next
03:13 video where we'll discuss what to do with it.
03:17Collapse this transcript
Formalizing systems
00:00 After you've completed the documentation of your first system, now what?
00:05 Next you will submit the document to someone for review and approval.
00:10 This is usually your manager, or if you happen to be at the top of the
00:14 organization chart, you might want to submit it to a proofreader.
00:18 We want a second set of eyes to look at the system and make sure that what
00:23 you've written is actually what takes place.
00:26 Perhaps, more importantly, we want to ensure that it's written in the voice of thecompany.
00:31 When I say the voice, I mean that it is conveying things in the manner in which
00:37 the company wants to represent itself.
00:39 For instance, lynda.com has a particular voice that they use.
00:44 A particular tone of conversation that they use and a particular feeling they
00:49 want people to have, which is friendly, helpful, encouraging and simple.
00:53 So they make sure that their training matches that voice, and I hope I'm doing
00:59 a good job with that.
01:00 So have someone else review your system, and make sure that it's accurate andconsistent.
01:07 Then after they make their edits to the document, you will want to incorporate
01:12 those changes paying close attention to the edits that they made.
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01:16 Instead of just making the edits, try to learn from them.
01:19 Find out what they added or what they removed and ask yourself: Why did theymake
01:24 this change? What can I do to write more in this voice in the future?
01:29 After you make the changes, you will resubmit it back to the reviewer for final
01:34 inclusion into a company operations manual, or what many of my clients use,
01:39 which is a company wiki.
01:41 The idea is once you've created the system and once it's been approved, we now
01:47 want to make it available for everyone else to use and learn from.
01:51 Once it's finalized, you can begin using it to teach other people.
01:55 In a one-to-one or group training, you'll have the opportunity to fill in the smalldetails.
02:01 For an extended explanation on how to best teach and train other people, see
02:06 my videos on preparing and presenting development in the Effective Meetings
02:11 course here on lynda.com.
02:13 By reviewing, editing, and then formalizing systems you create, you will begin
02:18 to improve your skills as a systems expert within the company.
02:23Collapse this transcript
3. Building Authority in the Public
Finding your path to authority
00:00 In the last chapter, we covered the process of how you can build your authority
00:04 within the company that you're currently in.
00:07 If you complete that process, you'll already have a significant advantage over
00:12 many people in the market.
00:14 However, you can take your career to the next level by building authority in
00:19 the general public.
00:21 Allow me to give a little perspective by sharing my background.
00:24 I began business coaching many years ago prior to even completing my degree inbusiness.
00:30 Although, I did eventually complete my degree, I first became certified by a
00:35 training company as a small business consultant.
00:38 After using their material for several years to coach small businesses, I
00:43 later went independent.
00:45 I began creating my own library of training materials, including worksheets andarticles.
00:50 I also had a mentor who was a successful business coach, and he coached me for
00:55 many years about how to build my practice.
00:58 About 10 years into this process I decided that I wanted to enhance my value in
01:04 the market, so I wrote my first book The Myth of Multitasking.
01:08 That book led me to the opportunity to be featured in Time magazine, The
01:13 BBC News, the Washington Post and many other national and international pressoutlets.
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01:19 This also led to my second book Invaluable and an increased online following and
01:25 my ability to command a better retainer fee as a business coach.
01:30 I give you this brief background because the journey that I took is to a large
01:35 degree a pattern that almost anyone can follow.
01:39 It's not that you're going to walk the exact path that I walked, but it shows
01:44 you a path that many people have followed in their unique ways successfully.
01:50 In this chapter, I want to give you ideas you can use to slowly increase your
01:56 authority in the public over time.
01:59 This will help you earn even greater respect and wages in the marketplace.
02:04 We'll begin this process in the next video where I show you how to begin to
02:09 climb the authority ladder.
02:12Collapse this transcript
Climbing the authority ladder
00:00 Let's look at some ways you can build authority in the general public.
00:04 To help you do that I've provided you with the authority ladder worksheet.
00:09 Think of building your authority like climbing a ladder, one step at a time.
00:14 This worksheet shows you rungs in that ladder.
00:17 Bear in mind that this process may take years and that you may not follow this
00:23 exact path, but it gives you a general idea of how to improve your authority,
00:29 starting with the easiest and moving one rung at a time.
00:33 So let's start at the bottom of the authority ladder.
00:36 First is writing helpful reviews of products and services.
00:41 I recommend that you focus these reviews in the area in which you've chosen to
00:45 become an authority.
00:47 Next you can actively comment on others blogs.
00:51 You want to participate regularly so that you become recognized on those
00:55 blogs as an expert.
00:57 Next you can also create your own blog or a podcast.
01:02 In a matter of minutes, anyone can create a new blog and begin writing about
01:07 something that they're passionate about.
01:09 The trick is in creating a schedule to write on a regular basis.
01:14 Next on the authority ladder is higher education or certification.
01:19 The titles these provide communicate to people that you have a high level
01:23 of expertise and therefore your words are credible.
01:27 Next you can build your own specialized social network.
01:31 This involves going onto a popular social network, and creating a page or a
01:37 group that follows a specific topic.
01:39 For instance if I am talented in grooming dogs, then I'd create the Dog Groomers
01:43 Society Online and invite other dog groomers to participate.
01:48 By doing this, I'd become the person leading the discussion.
01:52 Moving up the ladder you can create and consistently send a newsletter.
01:57 This is something that starts gradually and grows with your subscriber list.
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01:57 This is something that starts gradually and grows with your subscriber list.
02:02 Next you can build an offline networking group, a real-world group of people
02:08 that get together to discuss their interests.
02:10 Included in this would be creating your own association.
02:15 You can also become a guest expert on other blogs and networks.
02:19 Having a third party tell others that you're an expert will very quickly
02:24 build your authority.
02:26 Self-publishing a book or a video course is another option.
02:30 While it's certainly more credible to have a book or course that's published and
02:34 distributed by a major publisher, it's fairly simple for anyone to self-publish.
02:40 Next you can even become a talk and news radio guest.
02:44 This is actually much simpler than it seems as many of these shows are
02:48 continually looking for experts to interview and to share knowledge with theiraudience.
02:54 Next you could also have someone else publish and distribute your book or videocourse.
03:01 And then possibly become a columnist for a publication such as a newspaper or amagazine.
03:07 And continuing up to the top of the ladder is national or international press coverage.
03:15 The authority ladder that I've provided is designed to be a starting point for you.
03:20 You may have your own innovations to build authority. There is a space for you
03:24 at the bottom to list those ideas.
03:27 Find where you are right now on the ladder and consider what next steps you
03:33 could take to build your authority.
03:36 As you take that step, you'll continue your journey up the ladder.
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Building a library
00:00 In the previous video, I discussed the authority ladder and how you can climb yourway up.
00:06 Let's talk about the elements of that ladder that deal with building your own library.
00:11 When I say your library, I don't mean books that you plan to read but instead
00:16 the materials that you will have built for other people to use.
00:21 By building your library of materials that you can send or perhaps even sell to
00:26 other people, you'll establish tangible evidence of your expertise.
00:31 There are three general ways in which you can build your own library.
00:35 They are articles, books, and videos.
00:39 Articles are short essays that you've created about a particular topic.
00:44 For simplicity, I'd include a short audio recordings and blog entries in this as well.
00:50 The best way to begin building your own library and helping other people make
00:54 decisions is by regularly writing an article.
00:58 You'll want to create a schedule and set aside some time at least twice a month
01:03 to create a new article.
01:05 Now some of you may think, "Dave, I'm not very good at sitting down and writing,
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01:05 Now some of you may think, "Dave, I'm not very good at sitting down and writing,
01:09 or it's very painful to me; it's not one of my talents."
01:12 The good news is there are easy ways to create articles for those of you who aremore verbal.
01:18 For instance, I can use a good quality audio recorder and dictate my thoughts on
01:24 an item and have someone else transcribe them or use dictation software instead.
01:30 Whichever way you choose, be sure to edit the transcription after it's complete.
01:35 By writing a string of short articles, you actually make it easier to create
01:40 your next item in the library, which is a book.
01:43 The more you get comfortable with writing and creating short articles, the
01:48 easier it will be for you to create a book.
01:51 The book can be an assembly of all the things that you've created up to this
01:55 point, or it can be something that delves more deeply into a popular topic.
02:01 Let's say I'm talented in creating cartoon characters.
02:05 I may start by writing articles; sharing some of the cartoon characters that I'mmaking.
02:11 Then I might compile all of those writings into a comprehensive book about how
02:16 to create cartoon characters.
02:18 As long as you have a good amount of material that can be packaged as a book,
02:23 you're ready to be an author.
02:25 There's no hard rule about how long a book needs to be or even what format it
02:31 should be delivered in. You're only limited by your creativity. And that leads us
02:36 to the third item that you can include in your library, which is video.
02:41 Video is becoming more widely accepted as a medium for teaching people, and it's
02:47 becoming more affordable for anyone to get started.
02:51 There are many resources here on lynda.com that can teach you how to create
02:56 videos of professional quality, even with limited resources.
03:00 You don't necessarily need to be in front of a camera like I am now to create videos.
03:06 Using the example of our cartoon expert, you could have videos that shoot over
03:11 your shoulder as you draw pictures, or perhaps even capture the screen if you're
03:16 using digital illustration.
03:18 If you can bring your expertise to life in a video, people will hear your
03:24 voice and see your work in action, and they will become more familiar with yourexpertise.
03:31 In summary, every public authority in some way has built their own library;
03:36 you can begin building yours today.
03:39 All it takes is your first article.
03:43
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Building an online network
00:00 Now let's talk about how you can build an online network.
00:04 In becoming an authority, it's certainly nice to be invited by other people to
00:08 speak as a guest expert.
00:10 Imagine though if you were the one inviting experts to speak to the group you lead.
00:16 That's exactly what I'm talking about when I suggest that you create your
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00:16 That's exactly what I'm talking about when I suggest that you create your
00:20 own online network.
00:22 Before I go through some of the concepts behind this, here is a caution.
00:26 If you're working for a company you want to be very careful not to violate
00:30 any company policy.
00:32 When I talk about building a social network, I am referring to building your
00:37 perceived authority by becoming the leader of other leaders.
00:42 Let's say that I'm an expert in organic gardening, or least I want to become anexpert.
00:48 I can go onto a social networking site such as Facebook and create a group for
00:54 organic gardening enthusiasts.
00:56 I might even get more specific, such as creating a group for organic gardening in
01:01 Phoenix, which would focus it geographically, or organic gardening on the patio,
01:08 which would focus on a target market.
01:11 The more focused you can get your message the easier it will be to build yourauthority.
01:16 I can then invite other people who are already perceived experts in this
01:21 topic to join the group.
01:23 I can invite them to share their articles and their blog posts on the site.
01:29 By doing this, I become the curator of information and a gatekeeper of sorts,
01:35 because I'm the one inviting people, and I'm the one commenting on their posts,
01:40 I immediately build my authority because I'm associating with other experts.
01:47 This is a very quick and simple way to position yourself as a decision leader.
01:52 This technique of creating a topical group online is usually much more effective
01:58 than creating a group about you.
02:01 Unless you've already had a lot of publicity and attention, most people don't
02:06 know you well enough to seek or follow a group about you.
02:10 Yet that's not to say that you don't have valuable things to offer; it just
02:15 means you haven't built enough authority yet to have a following.
02:19 Create a group about a topic that already has a following and get people
02:25 to follow that group.
02:27 Then you put yourself as the leader of that group and begin sharing items from
02:32 your library with the group over time.
02:35 The beautiful thing about this is that thanks to improvements in social media,
02:40 it's simple for anyone to do.
02:43 So take a moment right now to decide what kind of group you want to create, then
02:49 set aside time in your calendar to begin the process.
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Building an offline network
00:00 In my course on building professional connections, I talked about how valuable
00:04 networking groups and associations can be in helping you become invaluable.
00:09 These groups can be especially helpful in building your authority, particularly
00:14 if you're the person who creates and leads those groups.
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00:18 The same principles in building an online network apply offline, in the real world.
00:23 Once you've decided on your area of expertise and you've created the online
00:27 network that you want to build, then you can create an offline group.
00:32 I recommend building the group locally as that's the easiest to get people to attend.
00:38 Begin small. Don't feel like you need to have 50, 100, or even 10 people to begin.
00:44 If you start with just three or four interested people, you have the nucleus to form agroup.
00:51 Think of it like an association, regardless of what you want to call it. Any
00:55 association you've seen, such as the Association of Accountants or Homebuilders,
01:01 all began with just a few people getting together to discuss common interests.
01:06 For instance, suppose I create an association of ski instructors in my area. I
01:12 would invite all the ski instructors in the state to join the association to
01:16 get together to discuss how to become better ski instructors or how to grow ourbusinesses.
01:21 I might even take those relationships that I'm building offline and connect them
01:26 to my online association.
01:28 If it's not possible to meet together physically, you can meet through telephone
01:32 conferencing or even web conference.
01:35 As you get people talking with each other to build connections, it also serves
01:40 you in building your authority because you can be the president.
01:44 Even if someone else becomes the president later, you'll always be the founder,
01:48 which is one more feather in your authority cap.
01:52 It's very possible that the type of group that you want to form already exists.
01:57 In this case, you have a couple of options. First, you can try to create a more
02:02 targeted version of that group.
02:04 For instance, I might try to create a group that focuses in a suburb of larger
02:09 city or that specializes in a more narrow topic.
02:12 So using my example I might focus on high-altitude ski instructors in Aspen.
02:19 The other option is to join the existing association and commit to becoming a
02:25 part of its leadership.
02:27 You'll do this by regularly being involved in volunteering time to help them
02:31 grow, with the intention that over time you'll earn a leadership position
02:36 within the association.
02:37 There is no right or wrong way to do this. The goal is to build your credibility
02:43 and your authority by either creating or actively participating in groups that
02:48 are related to your area of expertise.
02:51 It's another important step on the authority ladder.
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Gaining personal publicity
00:00 Recognition and coverage in the press can be very helpful when building your
00:05 reputation as an authority and a decision leader, not only will it give you
00:09 exposure to people who are interested in your expertise but it becomes a resumebuilder.
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00:15 In this video, I'll discuss just two ways you can begin getting publicity.
00:20 Let's talk about becoming a guest expert on other blogs and networks.
00:25 This involves finding people who are already discussing issues related to your
00:29 expertise or who are speaking to your market.
00:33 For instance, if I'm an expert in parenting techniques that nurture
00:37 children, becoming a guest expert on blogs for parents is a great outlet for me.
00:43 You start by approaching these bloggers and asking them if they ever interview
00:48 experts or have guest posts on their blog.
00:51 This also works with company or association newsletters.
00:55 You can be a guest author for an article on your area of expertise.
00:59 I've found from experience that these sources are much more likely to bring you
01:03 on as an expert if you've already been actively participating with them for some time.
01:09 If they can see that you're already a supporter and participating, they are
01:13 going to be much more likely to want to help you than someone who has not
01:18 been involved at all.
01:19 If you have something from your authority library that you can send them,
01:24 they'll also be more likely to invite you as a guest because they'll see that
01:28 you already have a body of work.
01:31 Moving up the ladder, being a talk or news radio guest is an option
01:36 especially locally.
01:38 I can tell you from having grown up around the radio industry, the talk and news
01:43 stations have a lot of time that they need to fill in their schedule and they
01:47 are actively looking for good guests.
01:50 The key is having a message that is relevant and interesting to their audience.
01:55 These shows are not interested in promoting you, although they're often very
02:00 willing to do so if you provide a meaningful interview.
02:04 What they do want is to entertain, educate, and inspire their audience.
02:09 A great place to begin is to research online who a particular show's producer is
02:15 and then approach that producer on what you have to offer.
02:19 You'll do this with what's called a hook.
02:22 A hook is something that's controversial or exciting to a potential radio listener.
02:27 If I'm an expert in parenting techniques that nurture, my hook might be the top
02:32 five mistakes parents make or how to handle temper tantrums.
02:38 These are just two ways that almost anyone can begin to get some publicity.
02:44 By being creative, you'll find many other outlets for presenting your message to
02:48 groups of people, who will be interested in learning from you.
02:52 Just keep this rule in mind, publications, blogs, radio shows, or any kind of
02:58 publicity source exists to serve their audience.
03:02 If you can show them how you can make their job easier and serve their audience,
03:07 they'll be interested in you.
03:09 Then they can become a partner in helping you build your authority and
03:14 becoming invaluable.
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Conclusion
Final thoughts
00:00 Thank you for investing your time in this course on making yourself invaluable
00:05 by becoming a leading authority.
00:07 Remember your goal is not to become a celebrity, but instead to build your value
00:12 by becoming a recognized leader in your area of expertise.
00:17 Also keep in mind that authority is perhaps the greatest multiplier of your marketvalue.
00:24 Although the process may take years if you can commit to it, it will pay big
00:29 dividends to your career in the long run.
00:31 This is a marathon, not a sprint.
00:34 The easiest place to start is within the company that you are working for right now.
00:39 As you build your authority there, you can began reaching out to the
00:44 general public and increasing your market value by becoming perceived as adecision leader.
00:50 No matter where you are in the process there's likely to be one step higher
00:55 that you can take up the authority ladder.
00:58 Take that step and you can see significant progress toward becoming invaluable.
01:04Collapse this transcript
Invaluable: BuildingProfessional Connections(51m 44s)Dave Crenshaw
Invaluable: Making YourselfIrreplaceable (47m 33s)Dave Crenshaw
Invaluable: Unlocking YourAbilities (57m 27s)Dave Crenshaw
Invaluable: Developing YourBusiness Savvy (53m 59s)Dave Crenshaw
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