What This Step Looks Like in Action:
Early in my speaking career, I wanted to speak to high school audiences about personal finance. On paper, it made so much sense:
I was passionate about personal finance because my wife and I had just gotten out of debt.
High school students learn almost nothing about personal finance in school.
Everyone understands why it would be useful for high school students to learn about personal finance.
But there was one big problem: every school I talked to had zero interest in booking personal finance speakers. It just wasn’t something they were used to hiring speakers to talk about.
But when I asked what they did hire speakers to talk about, I consistently heard the same response:
“Well, we usually look for speakers who can help students transition to college or life beyond college.”
Ding ding ding! That was exactly what my personal finance talk would help students do. I just wasn’t speaking the same language when I described it to administrators.
All I needed to do was align the problem I wanted to solve with the problem schools needed to solve. I created a talk built around helping high school students transition to college that featured personal finance as a major chunk of the presentation.
After that, getting booked was never a problem.