Sell the Implementation, Not Information

There’s an increasing school of thought, popularised by the likes of Alex Hormozi and Daniel Priestley, that if you’re an expert in your field, you shouldn’t hold onto your trade secrets.

Instead you should give away your knowledge for free and then sell the implementation.

For many subject experts, this feels completely counterintuitive. After all, isn’t their hard-earned knowledge what people are paying for?

Shifting from the what to the how

Subject experts often misplace where their true value lies. They think it’s in the knowledge they’ve acquired over the years. But in reality, the magic isn’t in what they know, it’s in helping others implement that knowledge to create transformational outcomes.

Information (for example, facts, frameworks, and methodologies) can often be commoditised in today’s digital age. With a quick search, most people can find answers to their questions.

What they can’t easily access is how to apply that knowledge in their unique context.

Selling implementation means guiding your clients through applying your expertise in a way that solves their specific problems. This could look like consultancy services, coaching, facilitated workshops, group-based online masterclasses or hands-on support to turn ideas into tangible results.

It’s not about undervaluing your expertise. It’s about recognising that information alone rarely creates meaningful outcomes.

True transformation happens when information is applied effectively, and that’s where your value as an expert lies.

But why should you give away your information for free?

Put simply, to position yourself as a trusted authority and attract attention to yourself.

When information is everywhere, people gravitate toward those who not only demonstrate their knowledge but also showcase a willingness to contribute value upfront.

This builds trust, credibility, and goodwill, which often translates into long-term relationships and business opportunities.

These days, many of us are in the business of manufacturing demand, not products and services. Giving away your insights can be the circuit breaker that generates valuable attention that you can monetise through implementation.

Try to reframe your thinking. Instead of:

“If I give everything away for free, why would anyone hire me?”

Try:

“People don’t hire me for what I know; they hire me for how I help them. “

And instead of:

“I spent years developing my knowledge. Giving it away devalues my work.”

Look at is as:

“It’ll help me position myself as the go-to expert. They’ll come to me when they’re ready for help implementing it.”

Imagine if Joe Wicks hadn’t recorded his live workouts during lockdown. Do you think he’d be in the position he is to monetise his expertise through live appearances, his membership area or his app?

Remember that people think they need information, but actually they’re looking for an outcome. By focusing on how you can help others apply your knowledge, you’ll stand out in a world where information is abundant, but actionable results are rare.

How are you going to share your expertise today?

Andy Jack

Andy loves helping subject experts, authors, speakers, coaches and key persons of influence to monetise their expertise with online learning. When not on his laptop, he'll usually be found up a mountain!