1. (Some)
Secrets of Specialism
Jeff Jochum
A WEBINARA WEBINAR

2. • Started & sold 3 tech.companies
(’88-’01)
• SeniorVice President: Pictage
(’04-’07)
• CMO: deviantART
• CMO: SmugMug
• Coached: Joe Buissink, Mike Colon,
David Jay, Dane Sanders, Bob &
Dawn Davis, ShootQ, ShowIt, Me Ra
Koh, ShootDotEdit, Jim Garner, Mike
Larson, & lots of creative photo
businesses just like yours.
Who is Jeff Jochum?

3. The DifferenceThe Difference
Specialism vs Specializing
✓ Specializing – Select any niche or category
and focus your message at it.
✓ Specialism – Build a business around your
authenticYOUnique differentiators.

4. Anyone can do what
you DO.
Nobody can copy
WHO you are
The Credo of Specialism
130

5. Authentic ME
Specialist ME
Insecure ME

6. Be Extraordinary
or Be Forgotten
In a world where specialization increases
value, if you aren’t definably different, you
become a commodity and will be priced
into oblivion.
Secret of {X}traordinary

7. The SystemThe System
Generalist vs Specialist
✓ Discover - What makes you unique?
✓ Define - Why do you matter to the market?
✓ Declare - How does anyone know you matter?
✓ Deliver - The BIG version of you; i.e. how do you
bring extraordinary happiness to your yourself and
clients and let them be happy withYOU?

8. Build Inside Out
1. Define YOU (why)
2. Define your BUSINESS
(how)
3. Define your MARKET (who)
Secret of {X}ecution

9. •What’s in your soup?
•Hot or Cold?
•“Unique” ingredients that best
describe what you are most
proud of?
•What is the “why” of your soup?
Discovering YOU

10. (Better than BAD ain’t good enough.)
You must compete with a
GOOD to be elevated to
Exceptional in the mind.
Secret of {X}ceptional

11. Test the power of your
positioning by reviewing its
extreme opposite to be sure
you aren't competing against a
FAIL in the first place.
Secret of {X}tremes

12. •Passion Words
•Fun, Fresh and Fabulous (NO)
•Sophisticated
•Adventurous
•Indulgent
Defining YOU

13. Secret of {X}position
Social & Personal
Service Businesses are
performance-based.
(not production-based)
430

14. People trust people
before they trust logos
or taglines.
You must stand for something in the
minds of a market.
Secret of {X}pectation

15. •Your Purpose
•A singular wish?
•Your Strengths
•What do you believe?
•Your Humanity
•Non-critical weaknesses
Declaring YOU

16. Secret of {X}change
Customers want you to
know them before
they will make any
effort to know you.

17. Self-trust is the
first secret to
success.
-Emerson

18. A successful specialist
must remain specialized
Otherwise you’ll erode the
perception of specialism in the
minds of your customers.
Secret of {X}pected
130

19. The goalThe goal
Work.
Happily.
Ever-After.

20. The PanelThe Panel
✓ Jane Ammon – Kids & Families
✓ Stephanie O – Maternity & Birth
✓ Michelle Ocampo – Senior Girls
✓ Ivona Dixon – Boudoir
✓ Jen Rozenbaum – Boudoir
✓ Brian Friedman – Weddings
✓ Paige Elizabeth – Weddings

21. Next StepsNext Steps
Team-X Cafe on Facebook
TeamXFightClub.com
1to1 Coaching & Mentors
Team-X.biz