A lot of professionals assume their expertise is their calling card. You are an amazing corporate bankruptcy attorney. The expert on executive compensation. The wizard of SAP implementations.
You may indeed be a genius in your field, but few clients refer you solely on your expertise. One notable exception: when they need a “bet the company” solution and personality becomes secondary to immediate, tangible results. Or, you’re a brain surgeon.
So unless you're in that rarified territory, your edge is not your expertise. It's just the price of admission.
Your real edge is how you do what you do. Not your methodology but your humanology. Are you genuine? Do you really care about the results you’re creating? Are you likable (but not a sycophant)? Do you use humor effectively? Do you get clients the answers they need and help them feel good about working with you? Even when—especially when—you’re doing tough, game-changing work?
What's your edge?