Context

In the previous step, you crafted value principles to support your headline message, and retain and engage your ideal client with greater context. These form the pillars for this step of expanding into your unique framework of component elements to fill out your service envelope and help you respond to diverse client needs. In the next step, your framework components will provide the content foundation for publishing blog articles and social media posts. 

Despite all your work to refine your expertise into a clear, compelling, and actionable framework, it’s actually rare that someone will ask for exactly that. Everyone has their own lens on their challenges and solving them. Rather than telling them they’ve got it wrong, and that our perspective is correct, we need a way to acknowledge their challenge and smoothly introduce how we can help.

A broad but cohesive framework of your expertise – that expands on your headline message and value principles – gives you a greater range of responses to peoples’ problems. Arranged in a branched structure, it lets you go on to introduce its parent value principle, and your headline message. This approach positions you to solve their immediate challenge, and introduces your expertise to provide a greater scope of service.

If you’re not sure what to decide for this step, use your best guess and move on. Your perspective will develop and you can always update previous answers as you go, so don’t feel too constrained by what you’ve already written either.

Be sure to review your headline message and value principles to work well together with these elements.

Read all steps for Adaptability