Title: Guru yoU: how to live your passion, become a world renowned expert and fulfill your dreams
Introduction *partial
Chapter 1 Positioning
Define what you are about in one to three words. Define everything you do in one ten-word sentence.
Focus on defining yourself as #1 in your niche.
Do you have the personality characteristic to make it on your own, i.e. being a self-starter, being willing to fail, and being able to work in a non-structured environment? PHDs with straight As often can’t hack this.
You can do this the easy way or the hard way. The easy way is to find a niche that appeals to corporate training budgets. *
How to know if your niche is real versus B.S.
Find your niche by exploring your passion and seeing if enough other people in the world care about it too.*
The magic secret sauce to making a living as an expert is cultivating your abilities to speak about what you do, whether it is as a chef like Emmerill, a homemaker like Martha or a relationship guru like Dr. Phil.
What are the barriers to entry for your field? Credentials need for your field?
Don’t focus on being a speaker anymore than you should focus on being a faxer. Speaking is just one way of conveying your expertise. Focus on finding the mode that helps people the most and that they will pay for.
Why it’s important to narrow your focus and say “no” to opportunity
How to get outsider testimonials positioning you as the best in the world.

Chapter 2 Making Money
Don’t give up your day job until it’s economically irrational to continue.
The fallacy of big easy money, plus my own guarantee to make you a multi-millionaire.
The fallacy of bring a “big bucks” speaker or consultant, the significance of what you make and keep in a year, not what you charge per hour.
Magic moment: Find the ONE thing you do that people will pay you the most money for, even if making money isn’t your primary goal. *
Find the one way of showing your expertise that people are willing to pay the most money for, i.e. a daylong workshop or a speech.
Can you ask for money? If not, you fail.
Synergy doesn’t work unless there is a strong moneymaker in the mix.
What are the 6 essential things you need in an ideal prospect?
Why you don’t need money to become the #1 in the world at your niche.
If you love what you do and you make ends meet, you won’t be focused on getting rich quick and you won’t be bothered that you aren’t rich yet.
Make enough money so that you can fund constant failures—but never bet the ranch or go broke.
Use your ONE big thing to fun all of your promotional needs, product development, R and D, and a life.
Find the one way of showing your expertise that people are willing to pay the most money for, i.e. a daylong workshop or a speech.
Goal: getting customers to seek you out by calling you and emailing you and wanting to pay you money for something. With that, you can build a life a do anything. Without that, you will flounder and fail.
You won’t get rich quick; you will make a living in 10 years and get rich in the long run.
Why you won’t ever want to retire.
Chapter 3 Your Content Creation Factory
Why products can make you but can also break you.
You don’t need tech skills, just patience and willingness to type.
Read 1 book a week on your subject and one hour a day of news on your subject
Write one hour per day on your subject, even if it’s only a three sentence paragraph.
Write and talk about your subject matter 5 days a week, 50 weeks a year and put out text. Audio and video.
Exploring all media forms to make money
When to create and market products.
You won’t make money as an author. Don’t think of yourself first and foremost as an author. Books are expensive business cards.
Create products and services that relate to your one area of expertise, and then when they aren’t financially successful, they can at least be promotional.
Your website. Why you need to learn how to do your own web site.
Give away your content in order to build fans.
Give away web content.
Give away newsletters.
Give away simple, talking head videos.
Turn content into books.
Chapter 4 Creating Services
Exploring all forms of services that can make you money.
Speaking for free
Speaking for Fee
Speaking for big fees.
Consulting/Training/Coaching/whatever you want to call it
Chapter 5 News Media
What is your PR strategy?
When to start pitching the media
Don’t get seduced by the media (they won’t pay you for a long, long time)
Chapter 6 Social Media
How to leverage social media but not let it suck you into a black hole of time wasting.
The Social Media time trap-how do you keep from doing social media 23 hours a day, spinning your wheels and accomplishing nothing?
Chapter 7 Major Benchmarks
How to build your platform consistently.
Goal: getting prospects to call you, getting media to call you, getting all opportunities to call you.
Why it is essential to raise prices on something every year.
Why you should strive to become a celebrity in your field.
Other ways of leveraging celebrity status in your field.
Why traveling the world is good for your brand, good for business and good for you.
Find a role model and stalk them. Ex Jeffrey Gitomer.
Determining the ultimate size, shape, and look of your company/practice.
Define your success on your terms.