By now, you probably know me well enough to understand that I generate revenue through multiple channels.
About 30% of my revenue comes from my speaking business (you can learn more about that on my speaker website). Another 20% comes from writing and/or the 60 Second Marketer. And about 50% comes from my consulting business (which you can learn more about here).
As a consultant, it’s important to differentiate yourself. After all, there are a gazillion other consultants out there (literally, a gazillion), so you have to figure out how you stack up.
With that in mind, I developed something a while back called the P.A.D.S. system. It’s a methodology that I’ve used to figure out whether or not I’m a “me too” consultant, or actually someone who brings something different to the table.
Let’s explore the P.A.D.S. system, shall we?
The P.A.D.S. system breaks differentiators into 4 different categories. “P” stands for “Pedigree.” “A” stands for “Authority.” “D” stands for “Diagnostic Tool.” And “S” stands for “Specialty.”
How to Grade Yourself Using the P.A.D.S. System
You can grade yourself on a scale of 1 to 10 for each of the differentiators. Most people have a total score of between a 20 and a 30. If you score a 40, that’s a perfect score. (Side note: If you, in fact, do score a 40, please don’t tell me because I don’t like you already.)
Here’s a little more detail on each differentiator
Pedigree: This is based on where you got your training or education. If you have an MBA from Harvard, you’re a 10 on a 10 point scale. If you have an undergraduate degree from a state college or university, that would be a 7 or an 8 on a 10 point scale. If you only graduated from high school, that might be a 5.
Authority: This is based on your thought-leadership within your industry. Have you written a book or an article in a respected trade publication? That would score you a 10. Are you asked to speak at your industry trade shows? That would be an 8 or a 9. Do you help run a local chapter of your trade organization? That would be about a 6.
Diagnostic Tool: Do you have a special “proprietery” tool that you use that most other people don’t have? For example, if you’re a consultant that has a new way to do research on consumer behavior, that would be a 9 or a 10. If you’re an accountant and you have a special piece of software that most other firms don’t have, that would be an 8. Or, if you’re an interior designer and you have a computer program that previews your designs, that would be about a 7.
Specialty: Are you a specialist or a generalist? Specialists score between an 8 and a 10 because there are fewer people with their specific expertise. Generalists score about a 5 or a 6 because there are more people who offer the same services.
The P.A.D.S. system is not an exact science. It’s simply a tool to “grade” yourself and then get you thinking about ways you can improve your score. The key point is to compare your score this year vs. your score 6 months from now to see if you’ve improved.
Action Steps Based on The P.A.D.S. System
Here are some action steps based on the P.A.D.S. System:
- Grade yourself. Find out what your grade is using the P.A.D.S. System today, and challenge yourself to improve your total score by 5 points within 6 months. It’s a great way to stay motivated.
- Grade your closest competitor. Take a look at your closest competitor and give them a grade. What have they done that you could quickly and easily match (e.g., doing speeches at a trade function, writing a guest post for a blog, etc.)? Commit to matching one of their initiatives within 30 days from now. Better still, announce it on Twitter or to a business associate so you’ll be held accountable.
- Set S.M.A.R.T. Goals. If you’re serious about improving your P.A.D.S. Score, then set a S.M.A.R.T. Goal (Specific, Measurable, Actionable, Realistic and Timebound). Put your S.M.A.R.T. Goals in a highly-visible place in your office so you can be reminded of them every day. Compare your P.A.D.S. Score today with your score in 6 months. I bet you’ll have improved quite a bit.
I hope you find the P.A.D.S. System helpful. Again, it’s not intended to be anything other than a guidepost, but it’s been helpful to me, so I hope you find it useful, too.
About the Author: Jamie Turner is an internationally-recognized author, speaker, and CEO. You’ll find him on the 60 Second Marketer and as an expert commentator on network TV. He is also the founder of SIXTY, a marketing consultancy and advisory firm that helps clients get more bang for their marketing buck.
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