Become The Visible Authority in your Niche

Luk Smeyers and Florian Heinrichs (The Visible Authority) on why visible authority isn't visibility — it's specificity of the issue you own. The capability-led trap ('we are SAP experts') that quietly commoditises firms; why proposition specificity is the real source of commercial strength; the AI double squeeze (revenue pressure from below, cost pressure from above) and why LLMs can contribute to change but can't sell it; the practical 'flip your approach' move that puts case studies at the top of the pitch, not the bottom; and the line between productisation and standardisation — including the trap of leaving the category you fought to own.