This Framework Decodes Your Marketing Problems

Several solopreneurs recently responded to the SOLO reader survey and expressed frustration with current marketing advice. They wrote: So many folks say, “Just create great content and share it on social media.” But these readers wondered, “What exactly should I create? What makes me different?”

If you find yourself asking these questions, don’t fret — many others are asking the same thing.

As solopreneurs, we’re overwhelmed by generic marketing advice that doesn’t quite fit. Why? Because it skips the most important step: understanding what makes up our distinctive value.

Today's exploration is about moving beyond superficial marketing tactics to uncover where our unique strengths create real client value.

To help visualize it, I developed a visual Triple-M Framework. Read on to learn more.

Why isn’t your marketing working? This framework has answers.

Most marketing advice jumps straight to tactics — post here, share there, design it in your brand colors. But that’s like navigating without a map.

The real journey starts with understanding your unique territory. Think of it this way:

Your distinctive value isn’t just what you do — it’s the unique way you do it, shaped by your experiences, talents, values, and working style — all aimed at addressing real market needs.

Inside the Triple-M Framework

Let's explore each element of this simple but powerful framework to discover how it reveals your distinctive edge.

The framework consists of three interconnected circles:

MASTERY
This represents your expertise, skills, and proven capabilities. It includes both formal training and hard-won experience.

METHOD
This reflects your natural working style or proprietary methodology. Are you systematic or intuitive? Do you excel at deep analysis or quick pattern recognition? Consider how you uniquely:

Solve problems
Communicate ideas
Build relationships
Make decisions

MARKET
This identifies specific client challenges you can solve. What problems do they struggle with that your Mastery and Method combination addresses perfectly?

What’s the ultimate sweet spot? It’s where these three circles overlap — and your knowledge, personal approach, and client needs create something unique.

Real-world sweet spots

What might this look like? Here are some examples to jumpstart your thinking:

🔵 A business strategist combines deep financial analysis (Mastery) with visual storytelling (Method) to help overwhelmed founders understand their numbers and make confident decisions (Market).

🔵 A web designer combines UX research expertise (Mastery) with a collaborative prototyping process (Method) to help service-based businesses transform confusing websites into engaging online experiences that attract ideal clients (Market).

🔵 A leadership coach leverages years of corporate executive experience (Mastery) and a strengths-based development approach (Method) to guide first-time managers through challenging team transitions (Market).

🔵 A productivity consultant applies behavioral psychology expertise (Mastery) with a systematic approach (Method) to help busy professionals overcome chronic procrastination (Market).

Notice how each example shows a direct connection between what each solopreneur knows, how they work, and what clients need. It clearly represents their distinctive value.

Beyond generic marketing

When you understand your Triple-M intersection, generic marketing transforms into focused action:

✅ Instead of “create great content,” you understand the insights only you can share.

✅ Instead of “be authentic,” you know which aspects of your approach set you apart.

✅ Instead of “find your niche,” you can identify clients who value your unique combination of strengths.

Chart your own Triple-M map

Now that you’ve seen how the Triple-M framework reveals distinctive value, it’s time to map your own territory.

Here are three steps to uncover where your unique mix of Mastery and Method can create the most Market impact.

1️⃣ Create your map by drawing three overlapping circles.
In the Mastery circle, list 3-5 of your proven capabilities. In Method, capture 3-5 aspects of your working style or methodology. In Market, identify 3-5 specific client challenges you solve. Then explore where these circles overlap.

2️⃣ Review your recent work.
Which projects excited you while delivering clear client value? What specific strengths did you use?

3️⃣ Ask three past clients: “What made working with me different?”
Look for patterns. (If you don’t have clients, ask close colleagues and fellow solopreneurs.) This step requires external input — it’s where “You can’t read the label from inside the bottle” applies.

Remember, the goal isn’t to be different for its own sake. It’s about intentionally focusing on where your unique combination of Mastery and Method creates the most Market value.

Connecting the Triple-M to your Solo Business Canvas

If you remember the Solo Business Canvas, you’ll note how the Triple-M Framework directly relates to the Canvas’ essential middle box, Value Proposition (highlighted in blue, above). While the Canvas helps you see the big picture of your business, the Triple-M Framework helps you zoom in and clearly define what makes your work uniquely valuable to clients.

Think of the Triple-M as your high-resolution map for that critical territory where your expertise meets client needs.

By understanding where your Mastery and Method create distinctive Market value, you can more confidently articulate your value proposition — and strengthen your entire business model.

Want to learn more about the Solo Business Canvas and complete your own in a hands-on, interactive workshop? I’m hosting one in early December. To add your name to the early notification list, click here. Further details in a future issue of SOLO.

You can download your free copy of the Solo Business Canvas, including its tutorial, and see what a powerful tool it is for solopreneurs.

❤️ My favorite visual delights

Here are this week’s gems from around the Web for all types of visual thinkers and solopreneurs:

💪 Discover Your Strengths
No discussion about strengths would be complete without a link to the CliftonStrengths online assessment. Over 33 million individuals have used this tool to discover and leverage their natural talents. A worthwhile investment for solopreneurs to help find their unique abilities and create a satisfying solo business.

(As a certified CliftonStrengths coach, I don’t receive any financial benefits from this link. But if enough readers are interested, I’d be happy to do a free workshop on this self-discovery tool. Click here if you’d be interested.)

♟️ Seth’s Strategy Questions
Seth Godin’s new book, This Is Strategy, debuted this past week, and it is filled with more than 500 questions to enhance your strategic thinking. Seth created a blog post featuring 54 of the questions as part of the book’s promotion. It’s an excellent way to preview the book and get your brain cells activated.

💰 Sal Khan Teaches Financial Literacy
Most folks know the story of Sal Khan making simple Internet videos in 2004 to tutor his young cousin in math. Khan Academy has now grown to become a free online nonprofit educational platform with over 6,500 video lessons. Its recent offering is Financial Literacy, featuring 73 skills in 16 units, including budgeting, consumer credit, loans and debt, insurance, taxes, and more. Videos, articles, and exercises keep you engaged and learning. A great resource to fill any holes in your own knowledge, and to recommend to college-age and young adults in your life.