If you do what everyone else is doing, you're going to end up with the same mediocre results as everyone else.

Common sense really.

To get exceptional results you have to be willing to do what they're not.

Over the years I've realised that most people aren't willing to:

• Invest their time in producing outstanding thought leadership to share with potential clients
• Produce a regular (weekly or more frequent) newsletter to keep in touch to build relationships
• Master new technologies like webinars or online video
• Give up their evenings and weekends to build their marketing assets while still working with clients to pay the bills
• Ask for help when they need it
• Invest their time in research to develop new, valuable and unique ideas for their clients
• Partner with people who might be considered competitors
• Ask clients for referrals and run the risk of them saying no
• Turn down clients who aren't an ideal fit for them

Just being willing to do a few of these puts you way ahead of most of your competitors.

James O McKinsey, founder of the eponymous consulting firm is reputed to have once hired a room opposite a potential client he was pursuing just so he could bump into them “accidentally” in the corridor.

What are you willing to do that others aren't?