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Colin Rochford (ColinTRochford)
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THOUGHT LEADERSHIP & IP SNAPSHOTS
We all have stuff we know. What you know matters. Always start with the message. Because it is the key to selling your thoughts.

This summary of “IP Snapshots” is taken from sections of 2 very important books I have recently read “Thought Leaders” and “Sell your Thoughts”, by Matt Church et alia, which are referenced (with links) below. They are a must read!!

Intellectual Property (IP)
Selling what you know needs to be built around a series of profitable projects, with each project being a profit centre in its own right. The cluster concept – explained later - is designed to help you make money by organising scarce resources and filtering your attention into a series of specific focal points.

The message is what you know, you need the ideas first. Time taken to verify and clarify what you know is never wasted. This is your IP.

Each idea or main point should be represented on a single snapshot. It creates a depth around your ideas and forces you to create messages with substance and balance.

The Five Components of an Idea
Each idea or message can be expressed as a meme: 'an idea that behaves like a virus'. The five components are:
1. model
2. metaphor
3. key point
4. case study
5. story

The Message
Your message needs to be relevant, thorough, elegant and unique. As you move your ideas along these 4 stages, the amount you can charge for them increases.

Thought Leadership becomes more commercially valuable, the more unique characteristics it has. If it doesn't have a unique perspective or a new insight, it is just thought repetition. The trick is discovering what your unique perspective is and then using that to inform your great ideas.
Unlocking your Expertise
The three layers of an idea or (MESSAGE) otherwise known as a snapshot are as follows:
The big picture theme that the idea is a part of (CONTEXT)

The point you are making (CONCEPT)

The stuff you say that is specific (CONTENT)

The context takes up space in people’s minds - the content takes time to share. Your key idea or point of concept should take very little time to communicate and by its nature take up very little mental real estate or ‘head space’ in the minds of your audience.

The stuff you say must make a point which ties into and paints a picture in, the minds of others.

So: stuff/point/picture.

It is so important to remember these 3 simple things around a message. (IDEA) that I'll say it again:
First – you will need to craft a set of points (CONCEPTS), and then find different ways of expressing them (PALETTE), that you can communicate in a memorable way.

Next - build a big picture (CONTEXT) for the points, it must be both logical (left brain) and creative (right brain).

Finally - you need some supporting information (CONTENT) for your ideas.

The Core
The IP snapshot is CORE to being able to craft a compelling message. Each idea or main point should be on ONE sheet of paper.

They need to be constructed as follows:

The first is the CONTEXT section at the top. It contains the big picture themes around an idea. It provides a broad framework to give people a map to a message or line of thought. You use models and metaphors in this section.

The second section is in the middle of the sheet and is the CONCEPT section.

Be clear on the point of your idea - why are you talking about it to this audience, or what difference, for instance it will it make to this organisation.

You should be able to summarise your idea in one or two simple sentences that explain the whole set of points of what you want to communicate. This is where we give those context themes, above, specific meaning. Your concept is the point around which your models, metaphors, case studies and stories pivot.

A snapshot may share a model (position1) with another idea, but the IP snapshots don't share a point

The last section we address is the CONTENT section and is at the bottom. This is the supporting information. This is where we gather and present examples, facts, stories and other detail elements to support or explain your point.
You first need to be instructed by your message
Create various folders for these around various domains of expertise.
For example a folder of ideas on Leadership, or ideas on Service and yet another with ideas on authenticity.

This process lets you capture ideas without having to worry too much about the specific applications of those ideas.
The key is being able to re-purpose what you know for a variety of different markets.

If your ideas are captured only in a process form specific to a particular industry (eg Finance) or a specific category of applications (eg Marriage Counseling), you lose the power of easily leveraging the same core idea into different commercial advice applications.

Coming from message also gives you the best chance to build your thought leadership around true expertise.
The Next Steps
Once you have your IP snapshots and folders full of ideas, you need to assess who will care for them enough to pay money for them. Whose problems do your ideas solve?

Until you have spent the time thinking through your message, you have no idea who will really benefit from it.

Lenses
We use three lenses to help sell our thoughts. Message, Market and Method.
Message: - What you know. The clarification and packaging of your IP (Intellectual Property).
Market: - Who values what. The audiences that you target to sell your IP to.
Method: How you share your stuff. The delivery mechanism you use to share your IP.

These lenses will help you capture your ideas or IP in a way that can be leveraged commercially. It allows you to capture an idea as it comes to you, no matter how it arrives. This is your IP Snapshot.
Clusters
We talk about the combination of message, market and method as a cluster.

Be careful you do not create your clusters first from a market perspective. This is the second perspective to chase. You gain experience and subject matter expertise before you explore to whom you sell your thoughts.
Final Thoughts:
The whole point of capturing your thoughts and establishing your message is to benefit from it. We all have tons of stuff in our heads that may or may not be ogf use to other people. The purpose of the IP snapshots is to help your drag that stuff out of the mire of your memory, put it into some sort of odder and figure out who might be interested enough in it to pay you some money.
There are 4 critical things to measure in this process.
Your Thinking.

What you sell

What you deliver (Remember your primary job is to think sell and deliver)

The cash that comes in.

Measuring your thinking is simply a case of counting how many snapshots you start, and how many you complete to the point of a working version. (IP Snapshots are never complete - there is always the next version of your thinking).
Selling is fairly obvious.
Delivery is when you “do the do”. Give the speech, seminar, workshop, coaching or mentoring session, or have the book published.
And we don't need to talk about getting your hands on the money. That is a business discussion anyway And not really part of these books.

References:
"Sell Your Thoughts” – by Matt Church, Peter Cook, Scott Stein.

"Thought Leaders” - by Matt Church, Scott Stein, Michael Henderson.
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Publicly speaking or speaking publicly is a huge issue for many of us. It has been estimated that 75% of all people experience some degree of anxiety/nervousness when public speaking.

According to most studies, people’s number one fear is public speaking. Number two is death. Death is number two. Does that seem right? That means to the average person, if you have to go to a funeral, you’re better off in the casket than doing the eulogy. - Jerry Seinfeld

But there’s more to it than that. Anxiety can be caused by many things.

In our seminar we are going to address these and give you an opportunity to practice some simple exercises in a safe and supportive environment.

We'll be covering the following:
How to Overcome Fear
Stance and Body language
Voice Control
Use of Presentation Tools and Props
Writing the Speech
Practice

http://eventbrite.com.au/event/13255293941?utm_source=eb_email&utm_medium=email&utm_campaign=new_eventv2&utm_term=eventurl_text
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Publicly speaking or speaking publicly is a huge issue for many of us. It has been estimated that 75% of all people experience some degree of anxiety/nervousness when public speaking.

According to most studies, people’s number one fear is public speaking. Number two is death. Death is number two. Does that seem right? That means to the average person, if you have to go to a funeral, you’re better off in the casket than doing the eulogy. - Jerry Seinfeld

But there’s more to it than that. Anxiety can be caused by many things.

In our seminar we are going to address these and give you an opportunity to practice some simple exercises in a safe and supportive environment.

We'll be covering the following:
How to Overcome Fear
Stance and Body language
Voice Control
Use of Presentation Tools and Props
Writing the Speech
Practice

http://eventbrite.com.au/event/13255293941?utm_source=eb_email&utm_medium=email&utm_campaign=new_eventv2&utm_term=eventurl_text
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