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Happy birthday to Ryan Gosling, who turns 46 today.
Photo: IMDB
In Project Hail Mary, he plays Ryland Grace, who wakes up on a spaceship without knowing who he is or how he got there. When he meets Rocky, an alien, they don’t share a language. Grace starts recording Rocky’s sounds and finding a way to translate them.
Rocky learns what Grace is good for by working next to him. Clients learn the same thing about us.
Photo: IMDB
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A family might first call you to plan a trip to Portugal.
A year later, they call again because they’re bringing three generations together for a milestone birthday.
One person wants everyone under the same roof.
Another wants space.
And nobody wants to be the one to bring up the budget.
AI can help you pull together a villa shortlist and draft an itinerary, But your experience helps you decide which options deserve a place on that list.
You know to ask whether the bedroom with step-free access is also close to where the family will gather.
You know when to suggest two properties close together, and how to explain that choice to the person who pictured everyone under one roof.
If you’ve spent years doing this work, those decisions may feel routine. They’re also clues to where you could specialize, and the more experience you have, the more of them you have.
These days, AI keeps making information and speed cheap.
You can get a villa shortlist in seconds, and so can your client.
When everyone has the same tools, the tools stop setting anyone apart.
What stays yours is what you’ve learned from years of handling one kind of trip, like which suppliers come through when something goes wrong and how to explain a hard choice to the person who doesn’t want to hear it.
That takes years to build, and a faster tool can’t copy it.
A specialty works like a moat, the water around a castle. It keeps you hard to copy.
If several clients have trusted you with the same kind of problem, you have evidence for a specialty.
You can build on it by deepening the supplier relationships that matter and showing prospects how you’ve handled similar trips.
Colleagues send work to people they can describe in one sentence. “I plan luxury trips to Portugal” tells a colleague where you work. “I plan milestone trips for families bringing three generations together” tells them exactly who to send you.
Think of one client who called you when a trip got complicated. What did they trust you to handle, and what specialty might that point to? Hit reply and tell me.
Alex
If marketing is where you need help:
One-on-one marketing help to turn your specialty into a clear message and a plan to reach the right clients: M.A.P.
Your newsletter, written in your voice, so the people who could refer you keep hearing from you: NEWSLETTER
We run your social accounts so your specialty shows up where prospects and referral partners already look.: SOCIAL
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