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b'In This Episode:\\n\\n\\n\\n* Why SuperScript Marketing founder Anna Wolf started her niche content marketing agency aimed at the financial service industry* How learning search engine optimization led to major growth\\u2014and a focus on productized service* What prompted Anna to become obsessed with building sustainable structures & systems for her agency* How focusing on SuperScript\\u2019s core competency gave Anna a framework for pursuing growth\\n\\n\\n\\n\\n\\nWhat does your business need to be able to do really, really well in order to thrive?\\n\\n\\n\\nThe answer to that question is your business\\u2019s core competency\\u2014or one of its core competencies.\\n\\n\\n\\nYour core competency is the key capability your business has or a key promise that it makes that differentiates your business from others offering similar products or services.\\n\\n\\n\\nAnd knowing your core competency is a key way to build both opportunity and capacity into your business\\u2014which in turn, makes it more sustainable.\\n\\n\\n\\nThis month, we\\u2019re taking a closer look at how business owners spot opportunities and choose to pursue them.\\n\\n\\n\\nNow, I know \\u201ccore competency\\u201d sounds like a jargony management consultant phrase. And that\\u2019s because it is. But it really is such a useful concept.\\n\\n\\n\\nWhen you know the core competencies of your business, you can invest your time, energy, and even money, into the systems and structures that are going to allow you to make sure that aspect of your business works as well as it possibly can. When that aspect of your business is working as well as it possibly can, it helps to differentiate what your business does and how it serves its clients or customers\\u2014which then helps you position the business, attract your perfect-fit customers, and set your prices sustainably.\\n\\n\\n\\nLet me give you an example.\\n\\n\\n\\nAt What Works, our core competency is built on community-building.\\n\\n\\n\\nBut we actually get more specific than that. Our core competency is actually how we create conversation to foster learning inside of our community. We do that a few ways: a weekly member-only newsletter, weekly events, and weekly check-ins & conversation-start questions.\\n\\n\\n\\nWe also do it through this podcast\\u2014which, even though it\\u2019s free & publicly available\\u2014is still a key part of the conversations we start & nurture inside the private network.\\n\\n\\n\\nA few years ago, we realized that, while we had systems in place for scheduling events, planning community content, and producing the podcast, all of those systems were siloed\\u2013disjointed. Despite the fact that they were doing VERY similiar jobs, these systems didn\\u2019t play nicely together and they weren\\u2019t managed in the same place.\\n\\n\\n\\nSo we made a change.\\n\\n\\n\\nWe brought together every single aspect of conversation-starting we do at What Works into a single database.\\n\\n\\n\\nToday, you can find the procedures for creating an event, managing our newsletters, or producing the podcast all in one place. Everyone on the team knows what\\u2019s happening from day to day\\u2013because it\\u2019s all right there.\\n\\n\\n\\nEach aspect of our conversation-starting content is designed to work together cohesively, as are the logistics behind each aspect.'