The biggest fish are rarely near the surface. The stay in deep waters for a reason. Tougher to catch, but mighty tasty.
Becoming an expert in any planning area requires first choosing to become the expert, and then swimming deeper into the abyss until you’re further immersed in that area that anybody else dares to venture. As scary as that sounds, remember step one: making a choice.
“Owning” a planning niche in your business takes guts and the willingness to keep swimming deeper, even when you struggle to see the point.
What’s down there is absolutely worth the struggle, but you must first choose to choose. One day, maybe you’ll be the big fish.