EP 115: How to Become the Choice, Not Just a Choice

What does it take to go from being the world’s best-kept secret to becoming an influential trusted authority?

In this episode, Ann Marie Cross shares how coaches, consultants, and multi-passionate entrepreneurs can clarify what makes them unique, uncopyable, and unforgettable—and position themselves as the choice versus just a choice for their ideal clients.

At the center of the conversation is a simple formula:

Clarity + Consistency + Time = Momentum.

Ann Marie explains why clarity must come first, including clarity around your ideal client, your message, your positioning, and the expertise you want to become known for.

She also unpacks the five pillars of her Core Business Foundations: your lucrative niche, signature brand, signature system, signature programs, and digital asset.

Drawing from her own business journey—including what she describes as her worst business failure and the podcast that unexpectedly generated two four-figure clients—Ann Marie shows how challenges, milestones, and lived experience can become part of your unique message.

You’ll also hear how to create an umbrella statement, identify three core themes, develop focused content topics, find your “tip of the spear,” and use a digital asset such as a self-evaluation or quiz to help potential clients identify their gaps.

If your expertise is broad but your message feels unclear, this episode offers a practical way to bring greater focus to your brand, message, and visibility.

▶️ Watch the full long-form video: https://youtu.be/W3jtZlyI5g4

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5 Key Takeaways

1. Clarity + Consistency + Time = Momentum.

All three matter, but Ann Marie emphasizes that clarity is the starting point.

2. Your message needs focus.

Becoming an influential trusted authority requires consistency not only in how often you communicate, but in what you consistently become known for.

3. Build the foundations before relying on more marketing.

The five Core Business Foundations discussed are your lucrative niche, signature brand, signature system, signature programs, and digital asset.

4. Find your “tip of the spear.”

One specific area of expertise can become the conversation starter that helps you cut through the noise and connect with what your ideal client is already struggling with.

5. Your story can strengthen your authority.

Significant challenges, markers, milestones, and results can form an “invisible thread” that validates the methodologies and steps you now teach others.