*Stop Selling. Start Owning Your Authority*

Authority is the difference between being “one of many” and being the go-to person everyone calls when things get messy. In this episode of Speaking With Authority, Jim Koetting sits down with five-time author and Three Dog Right founder Lisa Apolinski to unpack how real authority power works in an uncertain, noisy, digital-first world.

Lisa shares how growing up in a family business shaped her view of authority: you have an area of genius, people know it, and they come to you when the stakes are high. Then she contrasts that with Fortune 500 culture, where most leaders still cling to features, benefits, and “me too” services instead of clearly owning the pain they solve and the result they deliver.

You’ll hear how clarity around the real problem you solve turns you from a “vitamin” into a “painkiller,” why cutting prices is a race to the bottom, and how a single authority shift helped a client go from selling a handful of licenses to thousands—without working more hours.

Lisa also walks through defining statements, thought followership, generosity in business, and why you can’t spell authority without author.

In this conversation, you’ll learn:

• How to uncover the real business you’re in

• Why clarity, generosity, and authority attract right-fit clients

• Practical steps to unleash your own authority power

#Authority #GoToExpert #ThoughtLeadership #JimKoetting #LisaApolinski