What’s the best way to monetize your expertise after 45?
Is it a cookie-cutter, custom or signature system?
Which one is the key to premium fees, freedom, and a lasting business legacy?
The Business System Showdown
Today we’re staging a Business System Showdown so you can stop trading hours for dollars and start building the kind of business that lives beyond you.
Think of this as a three-round boxing match. Let’s see which system wins the belt.
Cookie-Cutter Systems – The Commodity Trap
Round one: cookie-cutter systems.
These are the plug-and-play templates you’ll find in online courses or business books.
They sound attractive because they’re ready-made, simple and quick.
But here’s the problem: using them is like baking cookies from the same mould as everyone else. They all come out the same size, the same shape, the same taste.
And in business? That means you’re competing on price against every other consultant using the same formula. Instead of standing out, your decades of experience get reduced to the lowest common denominator.
I’ve had a number of professional speakers over the years who came to me because their prospects told them ‘I’ve already seen this. There is nothing new here.’ Ouch.
That’s because they’d read a bunch of books and were recycling other people’s ideas.
And this is one of the problems with generative AI and ChatGPT.
So if cookie-cutter systems leave you stuck in the bargain bin, what about building something from scratch?
Custom Systems – The Bottleneck
Enter round two: custom systems.
This is where you tailor every solution from the ground up for every client. It feels great because you’re giving personalized, high-value attention.
But here’s the catch—you become the bottleneck.
It’s like being a master craftsperson, hand-carving every chair. Each one is beautiful, but you can only make so many before your hands—and your calendar—give out.
This is the big mistake I’ve made in my career. I loved designing custom solutions for my clients. And I thought this was my big advantage in business. But while I was charging top dollar for each client, I could only handle one or two clients at a time. Plus, I was exhausted because I had to work harder than I needed to.
Read more about the Custom Chaos Cycle here.
So if cookie-cutter keeps you cheap, and custom keeps you trapped, what’s the path to both freedom and premium income?
Signature Systems – The Scalable Advantage
Round three: signature systems.
This is where the real magic happens – and where my big breakthrough came.
A signature system is your unique, proven process—crafted from your experience, packaged into a repeatable framework, and designed to deliver results every time.
Think of a Michelin-starred chef. They come up with a signature dish. Then they turn it into a repeatable recipe. And best of all, they become known for that dish. Customers travel miles to eat it and they charge a premium for the privilege.
You don’t start from scratch every time. You distil your best insights into a system clients can trust, and you can deliver in an efficient way.
This is the best way to monetize your expertise because it’s unique AND it scales.
But here’s why this becomes even more powerful after 45…
Why Signature Systems Win for 45+
For professionals over 45, your signature system is your secret weapon.
It’s like bottling fine wine—you’ve spent decades gathering insights, testing what works, and now it’s time to package it so others can taste the richness. You know what works.
With a signature system, you stop being seen as just another consultant. You become the go-to authority in your niche.
You can charge more, work less, and even license your method to others. That means you’re not just building a business—you’re creating a legacy.
So how do you actually build one?
How to Build Your Signature System
My signature system for turning your expertise into your signature system has seven steps.
It starts with your core belief and manifesto, so you can build a lasting legacy. And includes the steps you take and the transformation you create. Read this post for more.
Remember, your experience is your greatest asset.
Don’t let it get lost in someone else’s cookie-cutter template.
Package it into your signature system, and watch both your income—and your impact—multiply.
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