Long time no read !

I'm narrowing this newsletter: Engineers Can Talk becomes soon Engineers Can Sell.

This will be focused on technical founders and experts who want to get paid for the results they help achieve rather than their labor or deliverables. More specific than what you originally signed up for, and probably not for everyone. Lots of gems coming this way but, first things first.

Why this ?

After working with, listening to and asking members of my community:

• Me "Guys, what do you want ? You need to talk to get people to know you exist ... but no one care, so what do you want ?"
• Them "More Sales"

The people have spoken 😂

This is another example of the bias we run in at some point, and I am also a champion at this myself,

As experts, we know the root-cause of the problems of our clients, so we naturally communicate about what they NEED.

• "You should work on your positioning"
• "You should create more content"
• "You should articulate a point of view" ... and 100 more.

But, in marketing our services as experts, the golden rule is "Give people what they WANT, then help them with what they NEED"

In other words, talk about the symptoms so they pay attention to your message, once you address the symptom "the bleeding", you "fix the bleeding first" before they can make a decision to solve the root of the problem.

Root-cause : they are not found by their ideal buyer... (as the are not talking enough about their business and its offering)

Symptoms : low sales, no leads, no trust, price wars, forced to get the RFP way, forced to reply each request with estimates.

Why now?

The big elephant in the room 🐘 is now forcing the conversation ... I am talking about 🤖 AI.

AI is just the trends. Finding out what is our value and how to increase it is an evergreen topic. Nothing new.

But the raise of AI is "forcing" this conversation on engineers, software firms, dev shops and technical experts to figure that out fast before ....

• they get laid off
• they lose contracts
• they lose clients
• going out of business

Not a fan of fear mongering, but ... code ... is the most predictable language in the LLMs. It's logical, analytical, rational ... so computers can do that very well. If we don't find what makes use valuable beyond selling labor or time & material), and deliverables (code) ... we'll go instinct.

So, if you haven't lost your job, or clients ... NOW it's the time to package your most valuable asset into an offering you can sell with or without AI, that delivers RESULTS and BUSINESS OUTCOMES. Everything else doesn't matter.

Btw, it sad, but I am having more and more requests from people in my network getting laid off, and reacting to this ... just so that you know :

• It takes at least 3 month of taking massive action to get to sell the new way : outcomes and results.
• It takes at least 12-18 months of building relationships connected with your new offering before people start to associate it with you.

Why me ?

Here's a slide I share in my community about this question :

I've lived a Tsunami that disrupted our event business in 2020

I've learned how to reach heights by selling more strategic services based on outcomes, instead of labor and deliverables

Today I am teaching others to get prepared and ready. Like Myron Golden's version of Abraham Lincoln quote goes :

"Your time will come whether you prepared your self or not"
❌ Life will expose you or​
✅ Life will revere you

Pick your side !

What wil change here ?

Here are the changes I am bringing to this newsletter :

• 📆 Weekly → 2-3 times per week.
• 🤫 10-20% may refer to one of my offering.
• 👑 Tangible sales golden nuggets for technical, operational and rational experts.
• 😂 I am leaning unapologetically in teaching 👨🏻‍⚕️ serious & complex topics in a fresh, 🎈fun and useful way.
• 👣 It's grounded in reality, real cases, my own personal journey, that of my community members and clients.

If you don't want this ​unsubscribe here. We're all good, I am so grateful for you being here so far, you can reconnect anytime.

If you're still here ... know this, I've learned more in the last 6 months than in the last 6 years !... so buckle up, Summer is coming...

So before I say good bye, I want to make sure I don't miss anything :

What's the one I did my previous newsletters that I should never stop doing ?

Engineeringly Yours,

Othmane