I love this phrase—it's a great way to say 'Stay true to your Thing'. If you want to get famous for your Thing, keep doing it—consistently. If you change your Thing every 5 minutes it's going to be hard for us to keep tabs on exactly what it is! Sounds obvious, but boy—do I see this happening all the time. And it's annoying.
It annoys me because I know it's a waste of marketing energy—it's running around trying to get famous for 10 things not 1 BIG Thing, which is 10 × the effort! and starting from scratch every time, too. It annoys everyone else as they get confused about what it is you actually do, and who you do it for, and why you do it. If you are switching your Thing every 5 minutes it makes it look like you aren't quite sure of your Thing (and who wants to buy anything from someone who looks like they're not even sure what they are best at!).
Now, I am not saying be a 'one trick pony' because of course that can get a little dull. I love helping people with their Fame Name, but if I did it every single day over and over and nothing else I'd be bored by Friday of the first week :) Which is why you need to have a philosophy or process that has different elements to it, so you can DO your Thing in a few different ways but your ultimate outcome of your Thing doesn't change.
Another way to stick to your knitting—but not nod off—is to do your Thing in different places. There's absolutely nothing wrong with having more than one market or niche BUT your Thing is the same every where you go. This is where you might be tempted to have a different Thing in every different market but there is no need to do that (and it's back to the 10 × marketing effort again). Take your Thing to different places and people but keep it the SAME. That way it's you showing up doing your brilliant Thing consistently NOT you doing all sorts of things all over the place.
I know it's super-tempting to jump on something you've just worked out, or you see 'lots of other people' having success with, BUT your Thing is you being brilliant—it's not the 'some-thing you're quite good at and seems like it would work (or worse 'make money')'. You doing YOUR Thing is what we need you to do as you have that brilliance about it the rest of us don't have. Your Thing is the Thing we value from you. Don't dilute it. Stick to knitting your Thing (but if you want variety, change the wool and make more than just jumpers) :)
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