Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

was asked to work on an additional project.


The request came from an existing client.

Once you begin work, your marketing ceases to matter. Now you are judged almost entirely on the work itself.

So while I spend most of my time as a marketing advisor telling professionals that capability is not a good differentiator (because until I hire you, I can’t tell how good you are), that applies to potential clients, not existing ones.

Once you are hired, how good you are is about the only thing that matters.

Which means that the more you can build your business around the things you are truly, exceptionally, way-better-than-everyone-else-at (not just a grab bag of things that you can reasonably claim to do), the more happy clients and inbound additional work you’ll have.