Episode Details

Most marketers believe great work leads to great business.

David C. Baker would disagree.

In this episode, Drew Neisser sits down with The Business of Expertise author to unpack what really separates thriving expert firms from struggling ones. From positioning and pricing power to the myths of growth and creativity, this is a candid, no-BS look at what it actually takes to build a successful expertise-based business.

If you're a B2B CMO trying to sharpen your company's positioning (and prove marketing's impact on the business), this one will hit home.

Key Mistakes:

• Staying a generalist instead of narrowing your positioning

• Assuming talent or creativity alone will drive success

• Chasing growth without understanding the tradeoffs

What You'll Learn:

• Why saying no is the real starting point for positioning and pricing power

• How to tell if you're acting like an expert or just an order taker

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