Be Pegionholed

He calls that spot the circle of competence.

It’s a small area where you’re at the bleeding edge of knowledge. You know that niche better than 90% of the general population, and you’re probably also in the top 10% of people inside that niche.

A good razor to decide, Warren suggests, is:

"If you have doubts about something being in your circle of competence, it isn’t.”

That’s why I always like to be pigeonholed. I don’t post widely and always try to stick to topics that I know about and want to be known for. For me, it’s basically:

• Research

• Content strategy

• Lead gen for B2B founders

That’s why I always stick to these 3 topics I can pull off best.

Earlier in my career, I was tempted to push my boundaries and post about anything, but the balance was never there. I give same advice to my clients as well.

In any competitive space, there are thousands of B2B founders fighting for the attention of their audience.

So it’s better to keep talking about the same topics (but from different angles) so that you’re easy to remember.

The definition of a personal brand for me is very simple:

Be easy to recall.

You don’t want to be known for a bunch of different things.

But of course, there’s a fine balance between being pigeonholed and occasionally showing your personal interests. But even when you're showing those interests, it’s very important to tie them back to your three core topics and how they influence each other.

Here I’m using Warren’s advice to tie it back to research:

Every post should look like what Munger calls a latticework of ideas.

For me, I like to differentiate myself from other agencies by adding research to my client's content. So you’ll see I talk a lot through different quotes and paraphrases from all the books I read.

That way, anytime someone comes across an idea, they recall my brand, here’s one of the DMs I recently recieved:

Another benefit I’ve found is that content gets very easy to create. One of my clients has a strong stance that “startups are not built on work-life balance.”

So whenever I find anything related to that advice in any book I read, I simply take that angle and mix it with my client’s take at the end.

That’s how I’m getting better results.