Identify what’s already true for you

The great thing about opportunity is, you don’t always have to invent it, you just have to recognize it while it’s already there.

The secret is asking yourself strategic questions. Let’s explore a list of these questions, along with a mini case study for each one.

How can I feed those who are already paying attention so that they will spread the word?

When I launched my independent music documentary, I wasn’t starting from zero. My brand had already accumulated a substantial following. And so, instead of wasting my marketing budget on useless advertising and promotion, I leveraged my permission assets to spread the word. Instead of shouting to strangers, I whispered to the people who already decided to trust me.

Hw can I achieve my goals with the network I already have?

When I moved to a new city, I physically made a list of every single person I already knew that might have a professional interest in my goals, and every single person who was already attracted to me and saw me as a resource. Then I personally reached out to them and asked what they needed help with. Not what they could do for me, but how I could create value for them.

How could I creatively combine what I already have to make new things?

Anytime my well of inspiration runs dry, instead of surfing the web, I open my folder of notes from every book I’ve read in the past ten years, and reacquaint myself with their wisdom. It’s like reconnecting with old friends. And it never fails to spark a new idea for my next project.

How could I sell where the door is already open?

Instead of looking for new clients, I follow the path of permission. I greet the people who invited me in once before and deliver a value forward campaign with exciting new ways that I might be able to help them in the future.

Remember, if you can’t create new opportunity, identify and exploit what’s already around you.

What if who you already were was enough to get what you want?