When building your Avatar you need to discover what motivates them, what inspires them, what are they worried about, and what is the biggest problem in their environment .   Our guest Anton Gunn, is a keynote speaker, the number one authority on presidential leadership in the healthcare environment, and author of "The Presidential Principles" and "The Audacity of Leadership".   Anton and Peter discuss how your keynote can be the commercial for what you actually do and how you need to point out the individual problem your avatar is having and how you are the unique solution to it as well as how to add value after a keynote for further business.   If you are starting to write a book or take your content to market this episode has great advice for finding your audience, getting more out of keynote speaking, how the riches are in the niches.