How to become the *go to person* for your thing

What do people ask for your advice on?

When you get messages from friends, peers, clients, fans…what expertise are they seeking out?

Back in 2018-2019 around the time I started this business, I would have said growth design.

I decided in 2016 I wanted to be known for growth design. I talked about it everywhere I could. Conferences, meetups, podcasts, blog posts, AMAs, networking meetings, at work, on Twitter. You name it. I made sure those two words were in the conversation.

And it worked. I became the go to growth designer for tech companies. I even got approached by a publisher to write a book on it.

Lenny, from the now very popular Lenny’s newsletter, summed it up like this:
“When I think about growth and design, I immediately think of Lex Roman. She has consistently put out some of the best content about design and growth.”

What you talk about IS what people know you for IS what people want to buy from you.

The tighter that message, the more sales you’ll get.
The looser that message, the harder game you’ve set up for yourself.

Just look at this Instagram grid from Notion creator Pascio.

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