What's Your URP

What's Your URP? – Andrew Gibson's book reviewed by

Dion Sing

After retrieving my food, I finally find a seat in a busy ‘budget’ airport (wishing I’d spent the few extra bucks for the not busy one). A lady sitting next to me commiserates about her delayed flight. I ask her where she’s heading, only to discover we’re on the same (delayed) flight – I am now really wishing I’d booked the other airline. In conversation, she asks how I find and engage clients, and I recommend What’s Your URP? to her. A few days later, I receive this message: “THE book! Almost life changing.”

In the entrepreneurial, consulting, and business world, there is a lot of pressure to build a “brand” and an “audience” or a “following” to attract and “funnel” people who may be interested in buying your services. Although there definitely are ethical approaches to this and reasons you may want to, this approach has never been a fit for me or my business. In What’s Your URP?, (Unique Referral Point), Gibson maps out an approach that focuses on bringing value to the people you help, value to people who might refer your services, and in turn, value to yourself.

It moves beyond self-promotion toward finding your unique way to contribute to the world, and connecting with people who will benefit from your contribution.

“You can have everything in life you want, if you will just help enough other people get what they want.”

— Zig Ziglar

Who will benefit most from this book?

This book is for anyone who would like to enjoy a seven-day weekend. Gibson introduces us to the idea that if we find fulfilment in the work we do and in the people we work with, then we’re not just surviving the work week to enjoy the weekends, we’re enjoying a seven-day weekend. People who are self-employed or in business are likely to benefit the most, although there are definite applications for employees seeking to align their work with their values in how they help others. Whether you are a plumber, therapist, or glue salesperson (that was the lady in the airport), this book offers something useful. If you are a business coach or consultant helping people grow or establish their business, the book is full of ideas ready to be applied in that context.

What can you expect from this book?

Gibson’s ethical, Solution Focused approach shines throughout as he guides the reader through a process of discovering what you’re good at, how you can use this to help others, and how to make a living by connecting with those who will benefit most from your services. The book is full of practical examples and metaphors that make the ideas accessible, alongside engaging stories that bring the concepts to life. He takes the reader through thinking exercises; identifying who you help, how you help them, and why they would be willing to pay for your services. What’s Your URP? will help you clarify how you talk about your work, giving you greater opportunities to connect with people who can benefit and pay for what you offer. “What do you do?”
“I’m an accountant.”

“What do you do?”
“I’m a social worker.” (End of conversation.)

Versus:

“What do you do?”
“I help small businesses pay less tax.”

This introduction allows the person you’re talking with to think, “Oh, I’m in small business, I want to pay less tax,” or “I know someone who would like to pay less tax,” prompting them to refer you on. I appreciate Gibson’s emphasis on win–win business relationships. His values shine clearly through his approach to building business relationships that benefit everyone involved. Gibson’s writing invites us to think about how we bring value into the world, and how we might benefit in the process.