OFFLINE PLANNING
First, consider your proposition: who are you, and what
do you want to be known for? If you don’t have solid, wellthought-out answers to these questions, you’ll lose control of
your message and your audience may not be sure who you
are or what you have to offer.
Next, conduct a competitive analysis. Research individuals
with a similar proposition to yours and ask yourself: how am
I different? From there, consider how you’re going to
differentiate yourself and craft your unique message. “This
will help your audience to choose you,” Lando explains.
A good example of this process in action was Facebook’s
knoc