What’s that?  An alternative to offering the same product with less features, frugal engineering is innovation for emerging markets based on their needs.  And my favorite part:  the first step is starting with a blank page.  Read for yourself this article from Strategy + Business.

This idea can easily be applied to experts and is a great approach to design products and services for those overlooked in the boom times.  These folks need the basics and not all the assumptions we bring to those further along in the journey.

Get started by asking yourself two questions:  Do you have services for newbies within your niche?  And if so, are they the “lite” version of what you already have or did you design your offering based on new needs?  My thinking cap is on…

One of my favorite people, Janita Cooper at Master Video Disc and Design is all over it.  She’s done book trailers for the big authors and knows the nuances to make the video compelling.  We talked the other day about all the things you can promote via trailer:  products, subscription services, an upcoming seminar.  Just about anything.

Before you call her, be clear on one thing:  your best message.  And she’ll do the rest.  (And no, I’m not making a commission from any of these referrals.  I’ve seen Janita’s trailers and they rock.  Now go see for yourself.)

What else to watch out for:  short lead times for more meetings.  Negotiations will continue to run rampant in 2011 and possibly beyond.  My recommendation:  get your fee strategy that you can live with in place now.

• Professional athletes are now more in line with their business counterparts.  High-profile celebrities are getting around $25,000.
• Celebrities in low-fee markets (such as education) still ask for top fees (above $25,000) but probably do that to limit their schedule.
• Their SpeakerCred criteria have nothing to do with their talent, speaking experience, reviews or relevant message.  My score:  poor.

Keep in mind the source of the information; there’s no way to verify accuracy.  Here’s the link:  http://speakerwiki.org/

• a long-term outlook that builds sustainable organizations for future generations;
• the willingness to seek new ideas and customize them for the gulf’s environment; and,
• the awareness that their work is not only building organizations but the gulf region’s prominence on the global stage.

Here’s an idea:  instead of trying to find U.S. leaders who are willing to invest in these qualities, why not go where you are preaching to the choir?  Remember, these young leaders went to school in the U.S. and Europe, so everyone is well aware of global leadership practices.  My thinking:  there’s plenty of opportunity for those experts who are willing to get out of their U.S. comfort zone.  Best next step:  take the long-term approach and figure out how to plant seeds now.

The reality:  a book might get you in the first round of consideration if the overall approach is relevant.  But in the midst of many options, buyers will go for the topic that not only addresses a hot trend or challenge but also hints at a unique approach.  It is the latter — the approach — that gives an expert the inside edge.

Yes, I rant more about this topic via video — here’s the link again.  And if you want my best ideas on how to create that topic, join me for Tuesday’s Extreme Mini Makeover call.  Yes, you have to purchase the entire series — but the price point is low enough that if you get the help you need from just one call, it’s worth the investment.

Yes, this is basic and yet too many speakers don’t make the cut for this reason.  My theory:  we are blinded by what we offer instead of approaching the conference from a blank slate.  The former approach assumes a fit and spins accordingly; the result is a topic buyers roll their eyes at.  The latter doesn’t assume a good fit and compares the criteria in the RFP with other hot trends.  Combining the two.

Yes, I have more thoughts on this subject.  Click here to see my latest video rant.  Want more?  No problem:  the next Extreme Mini Makeover call on Tuesday will explore how to turn your brilliance into a topic that gets picked every time.  Click here to get more info and to register for the series.

Enter the “360 deals” many labels are cutting with artists.  The upshot:  intimate, transparent and lucrative deals that share in all facets of a musician’s platform:  the music, the tours, the merchandising.  All of it.

My question:  what other areas could you help your clients with?  How can you use your platform to bring value to more facets of the client’s business?  For inspiration (and a kick in the pants) check out this Fast Company article.  Their prediction:  people won’t pay for ownership; they will pay for access.  Lessons for all of us with ideas to sell…

My take:  distributing the findings is no longer enough.  We need to take what we’ve learned and do two things:  first, highlight the most provocative things you’ve learned.  That will get your article on the radar screen fast.  Second, turn the findings into a visual.  People love to see the big picture immediately.

Want to see the above in action?  Software company Hubspot is giving away 50 plus slides showing their research findings.  They do everything right:  they focus on what is compelling, turn research findings into a visual and, then, using the visual, they give their color commentary about why the findings are what they are.  Here’s the link if you want to see excellence in action.

Instead of boycotting the conference, I boycotted the selling.  Instead of charging for my time, I gave away five 30-minute sessions for free.  (With no pitching afterward.)  Two things happened:  first, the gratitude from participants warmed my heart.  Almost every one of them said, “This is brilliant.  What can I do for you?”  It never occurred to me that folks would want to return the favor so quickly.  There’s a different reaction to when you give fully and walk away, versus giving fully with a pitch.  My theory:  it’s hard to fully appreciate what you’ve been given when you dread the pitch that’s coming next.

Second, I learned that when you give fully, the word spreads.  Fast.  I was approached by more people interested in my work than the last four conferences combined.  Why?  Don’t know.  But I think it had something to do with what I gave on the first day.