In this podcast I talk about:

• What’s beyond niching down, now that everyone's done it.

• The "best practice" tactics that accidentally commoditise you.

• How Trump's 2016 campaign used positioning → messaging → copywriting to dominate (and what that teaches B2B service firms)

In this podcast I talk about:

• When a perspective matters, and when it doesn't.

• The step-by-step process I use to develop perspectives with clients

• Real-world examples of the process and results in action

This one was different - the host is also an agency advisor, so we swapped notes on:

• How agencies should (and shouldn't) position themselves

• What agencies must do now that AI made execution fast and cheap

• The specific channels & tactics we're both bullish on

In this podcast I talk about:

• The steps to craft a perspective that's not just unique, but useful

• How one agency hit $21M in 3 years by becoming known for their perspective, not their niche

• How to make your perspective impossible to copy (even when competitors try)

I was invited back onto Smarter Marketer to get tactical. We talk about:

• The Three-Part Perspective Framework: Offer Clarity → Value Articulation → Perspective

• How to get stakeholders bought into a new perspective (without pitching it to them)

• Why leading with pain points attracts low-value, difficult clients - and what to lead with instead.