More on Intellectual Capital

In my travels last week I met a doctor who specializes in treating body imbalances.  His business is contrarian to say the least.  No insurance network affiliations, no insurance filing services, no discounts, no kidding; yet he is busy and obviously doing very well for himself.  What is the secret?  Rather than going along with the pack, he has created specialized branding and gone off on his own.  Referrals keep him going because he gets results.

This is the essence of personal branding and value proposition.  Becoming like everyone else does you little good.  Discounting, begging for business, and focusing on commoditized products will leave you strapped for cash in 09.  This doctor leads with a very sophisticated assessment process, sells products that treat the conditions he uncovers, and provides ongoing support by phone and through learning tools he creates and sells; a recurring revenue model.  This is consulting vs. vending.

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