Change the Camera Angle to Find Premium Opportunities

You know what you do for your clients. But do you know why they need it?

Those are two very different questions, and the gap between them is where your next premium offer is hiding.

My inspiration for this thought is from Stanford University. They just cracked something that vaccine researchers have been chasing for decades…a way to prevent the common cold. But they didn't do it the way everybody expected. Instead of building a vaccine that was trained to kill a virus, they changed the camera angle. (Meaning, the way they thought about the process) They asked: what if we just supercharge the body's defenses so it defends against ALL viruses? This serves the ultimate transformation desire of the patient. It’s not about beating the Flu, it’s about NOT GETTING SICK.

Same energy applies to your business. Most of us are always optimizing what we deliver. A product that works faster, cheaper or easier. But when you change the camera angle to why they want your transformation, you unlock premium offerings you didn't know you had.

• Your event planner client doesn't just want a smooth event — they want their biggest partners to feel celebrated.

• Your public speaking client doesn’t just want to be on more stages — they want the stages to be a springboard for their book and high-end classes.

Once you’ve thought about your transformation in a different way (change angle) you now have a deeper, richer assignment that could be satisfied with a premium offering. The event planning client could add on documentary-style interviews with their biggest donors so they feel like thought leaders and change makers. Your speaking client could be paired with a ghostwriter or course planning expert to accelerate their thought leadership journey.

This kind of thinking puts you on the same side of the table as the client. You’re becoming indispensable and serving the why with premium versions of your standard offerings. You’re really delivering the outcome! And here's the kicker: the cost of delivering some of those enhanced offerings is plummeting every single day thanks to AI and automation.

This week, try this: write down what your clients buy from you. Then ask why they want that outcome. Then design a premium product that delivers what they’re seeking. It will open new doors for your business.

Tweet of the week

I’m pretty sure Jon Taffer from Bar Rescue is a little crazy, but dang, this way of thinking about customer experience is inspiring. Are you being THIS intentional about winning over your customers?

Your Tax Pro Is in the Pain Cave

S-corp filings are due March 15th. Everyone else's is due April 15th. Right now, your bookkeeper, CPA, or tax preparer is in what CrossFitters call "the pain cave." That stretch where you're questioning every life decision while your body screams at you to quit.

And you? You dropped off a folder. C’mon, be honest - it was a hot mess. Receipts flying everywhere and half mangled printouts lovingly stuffed in the folder for someone ELSE to deal with?!?!

Let’s show ‘em some love: send your tax person a thank you note this week. Not a card at the end of the season. Right now, while they're in the pain cave. While they're neck-deep in your receipts and everyone else's.

A two-line email. "Hey, I know this is the hardest stretch. I appreciate you."
That's it. They won't forget it.

Businessing with Pat Miller is now DAILY at 11am CT!

It’s the new daily habit for small business owners. The secret: this show isn’t about business. It’s a show about people who run a business and how we can lead a better small business lifestyle. I’ll keep you up to date on the news, tuned in to the latest strategies and tech, and you need get some interaction with your peers even though you’re crazy busy. Put it on in the background and get some stuff done. Pick a morning this week and join the fun.

Watch or listen:

• YouTube: https://www.youtube.com/@patmillerfridaysoff

• Apple Podcasts: "Businessing with Pat Miller"

• Spotify: "Businessing with Pat Miller"

The full show is off this week b/c I’m in LAS VEGAS…Back Live on 3/9 at 11am CT

Now, GO SELL SOMETHING!

Pat