It’s no longer enough to be the best at your craft. If you’re not doing the extra work to communicate to the world, provide value, and build some long-term relationships even if there is no short-term gain or immediate payoff, then I don’t see how you can possibly expect to grow.
To get people to care or appear on the radar of your target market, you need to do a lot of little things besides your regular work, which many of you don’t want to do — Examples: Putting out free content, mentoring, doing free work for influencers, making time to help others and do favors without expectation of getting anything in return.
Be great at your craft. Find as many paying clients or customers as you can. But you also have to do a lot of work that has no immediate payoff. I have been doing much of this work and it’s led to many opportunities, such as referrals, clients and people reaching out because they heard of me or saw my content.
If you’re not willing to do this extra work or view it as beneath your dignity, please understand that a competitor willing to do the work will be more than happy to take your spot. You can rant about it on LinkedIn and in networking groups or among colleagues over a few drinks. But no one is listening and no one cares. Think long-term.