Your Swim Lane Is a Signal, Not a Constraint

"AI is going to replace me."

It's in the zeitgeist. It's in my social feeds. It's even in conversations in my household. I also hear it in every conversation I have with startups, business leaders, professionals, and those early in their careers. That said, AI is NOT the subject of this email. Instead, let's talk about a timeless strategy for success, one that even AI struggles with right now. The strategy? Find a way to be trusted for something.

Years ago I wrote a blog post for the Nimble blog called "Pancakes for Breakfast!" that was part of a series called "By Our Recipes Shall Ye Know Us." It was a clever theme to connect something to which many of us can relate—cooking—with an opportunity to give some advice. I wrote:

There’s a moment in many successful people's journeys—whether you're a founder, executive, or rising professional—where being good at everything starts to become a problem.

Early on, versatility is a survival skill. Whether you're launching a startup, building a career, or stepping into a new leadership role, you do whatever needs to be done. You write the copy. You fix the issue. You jump into the fire drill. That flexibility helps you survive the early chaos and prove your value.

But over time? That flexibility turns into fuzziness. People don’t know what to call you for. And that means they don’t call.

The most enduring edge is being trusted for something.

The Myth of Expertise

Just because someone appears to have done it before doesn’t mean they can do it again—for you, in your specific situation.

That’s a different kind of skill. That’s where adaptability comes in.

One of the biggest challenges in professional services—especially in consulting or advisory work—is this: Buyers often conflate “industry experience” with capability. What they’re really saying is, "Make me feel safe." But the signal they reach for is the résumé. Familiar logos. Familiar titles. Familiar lanes.

I’ve been there. Years ago, I had an edge selling technology services to financial firms because I could say, “Yes, I have financial services experience.” But was I the best person for the job—or just the most familiar?

Here’s what happens when that mindset goes too far:

This isn’t fiction. That story actually happened (names changed to protect the color spectrum). And it highlights something real: the moment when someone’s desire for perfect expertise outweighs their ability to assess useful expertise.

Then there’s the other extreme:

That’s a different kind of trust entirely. It’s not based on credentials. It’s based on your track record of showing up, learning fast, and delivering when it matters. It’s not comfort—it’s confidence.

So when people ask, “Have you worked in this industry?” they’re not really asking for a case study. They’re asking: “Can I trust you to figure this out for me?”

And that’s the real myth of expertise: that past experience equals present readiness.

It often doesn’t.

The best work happens in the complex space—not the repeatable. And complex work requires someone who can learn quickly, synthesize on the fly, and adapt to nuance. Not someone who’s just done the same thing over and over again.

Yes, experience matters. But the kind that builds trust, not just credentials. The kind that proves you’re not just qualified—you’re capable.

Pick Your Swim Lane

So if past experience isn’t enough—and generalism leads to fuzziness—how do you build trust?

You get clear.

Your swim lane is the thing people count on you for. The problem space you own. The scenario where others say, “We need [your name here].”

That doesn’t mean you can’t do other things. It means you’ve given people something they can remember you for—and get excited about.

When I wrote the Pancakes for Breakfast blog, I was talking about this exact challenge. I’ve done a lot of things in my career, and I enjoy many of them. But what I’ve learned is this: people remember the things that make me the most excited.

That’s the key. It’s not just about being capable—it’s about being recognizable.

I call it pancake syndrome when you don’t lead with the thing that lights you up. You flatten everything into a long list of skills, and the people you want to work with are left unsure of what to latch onto. But when you start with the thing you’re most excited to deliver, that’s what sticks. That’s what makes you memorable.

Your swim lane isn’t a limitation. It’s an amplifier.

It's not a constraint, it's a signal.

It’s the part of your story that builds trust, creates recall, and opens doors. It’s where:

• You show up consistently.

• You translate complexity into clarity.

• You’re trusted to figure things out—even when it’s never been done quite this way before.

You don’t need to be everything to everyone. You need to be the first call for something that matters.

And when people trust you for that one thing, you earn the right to do more. Swim lanes aren’t cages. They’re springboards. Yes, that's a whole lot of mixed metaphors, but somehow it works for me.

Trust Is the Real Differentiator

When people trust you to solve something, they stop thinking about alternatives. You’re not one of many—they just think, “Let’s call you.”

That’s what your swim lane builds. Not just recognition. Reliability.

In a world where everyone has credentials, case studies, and clever marketing, trust is what cuts through. It’s what moves you from “option” to “obvious.”

And here’s the kicker: trust isn’t earned by saying what you do. It’s earned by showing how you think.

That’s why clarity matters. When you’re consistent in how you approach problems—when you ask better questions, connect patterns, and translate ambiguity into insight—people start to count on that. They see you as someone who can help them navigate the mess, not just deliver a task.

And once you’ve earned that trust, you unlock something most people don’t talk about:

Leeway.

When people trust you in one space, they’re more likely to give you room in another. To explore. To evolve. To stretch beyond the original ask—because you’ve proven your judgment is sound.

Clarity doesn’t trap you. It creates the conditions that let you grow.

The Bottom Line

Whether you're building a career or building a company, the same rule applies: Be clear about what you want to be trusted for. Then earn that trust—consistently.

The world doesn't reward vague value. It rewards people and businesses who show up with clarity, curiosity, and conviction in a specific domain—and then make others smarter, faster, or more confident because of it.

For individuals, that means leading with what excites you most—what you're best at, and where you can be most helpful. That’s how you become the first call, not an afterthought.

For businesses, it means making your core value unmistakable. Not just to your customers, but to your team, your partners, your investors. When everyone knows what you’re trusted to solve, you reduce friction—and increase momentum.

Because in the end, the most powerful kind of growth doesn’t come from trying to be everything to everyone.

It comes from being trusted to solve something specific—and showing up for it again and again.

That’s how reputations are built. That’s how businesses grow.

That’s how you become the one they call.

Need help defining what you want to be trusted for?

That’s what I do.

I work with founders, exec teams, and professionals who are great at what they do—but need help putting that into words people remember and rally around. Whether it’s your personal narrative, company positioning, or go-to-market messaging, I’ll clarify what makes you the obvious choice—not just an option.

📍 Explore my services

Or just reply to this email. Let’s figure out your swim lane—together.

Berkson's Bits

In keeping with this week's food theme:

If your pitch sounds like a buffet menu, don’t be surprised when no one orders. 

Pick a signature dish. Make it unforgettable.

What I'm Watching

This week's selection comes to you once more from Jennie Berkson. Maybe I just need to rename this section "What Jennie Knows I Will Enjoy Watching"

I've been a big fan of Simon Sinek since I saw his TEDx Talk "Start with Why". This week's clip is Simon talking about how we build the culture we envision. His definition is "culture = values + behavior.' Words like "innovation" and "honesty" are not values, they are nouns. You can see how he explains it here.

Here's a small bit of trivia: during my interview for Freshworks (then Freshdesk) back in 2013, founder and CEO Girish Mathrubootham quoted that pancake blog post back to me and asked me to help figure out the company's pancakes. I was impressed that he had done the work to vet me prior to the conversation. Just a small part of why I admire him to this day.

The pancake recipe is really good. Try it and let me know what you think.

Also, if you think there's someone you know who needs to hear some of what's in the issue, please forward it. Or have them reach out to me. 

Looking forward to continuing the conversation...

Alan