MY WORK #
Since 2023 I've been obsessed with figuring out how to use curation to create value. This is part of a larger obsession with figuring out what sort of marketing is both efficient and effective for introverted small businesses that sell trust-based expert services but aren't cut out for thought leader work. My current laboratory is The Argonautic and several similar publications I run for paying clients.
From 2020 to 2022 I focused on understanding what point of view is and how indie experts can cultivate and monetize their point of view.
From 2014 to 2020 I was focused on understanding how specialization can help those same introverted small businesses that sell trust-based expert services develop a competitive advantage. I evolved from viewing specialization/positioning as an all purpose silver bullet to a much more nuanced understanding of how specialization, market positioning, marketing based on the early-internet-thought-leader model, direct response marketing, and brand marketing all fit together.
In general, I think the information landscape is well-supplied with advice derived from the sell/supply side of the trust-based services market and under-supplied with a grounded understanding of the buy/demand side of that market, and so my main research interest is focused on the latter (despite my primary allegiance being to the former).
HOW I SHARE WHAT I LEARN #
I've authored several books and guides on various topics related to consulting, positioning, and business strategy. Here's an overview of my publications:
Positioning #
- The Positioning Manual for Indie Consultants: Master the complexities of establishing a strong market presence and overcome challenges of marketing and commoditization.
- A Complete Guide to Specializing and Positioning an Independent Consulting Business: Discover five key specialization strategies and a six-step process to choose the best approach for your unique business.
Point of View #
- The Point of View Guide: Learn how to develop and articulate a compelling point of view for your business, helping you stand out from the competition.
Small-Scale Research #
- The Small-Scale Research Guide: Gain tools and techniques for conducting effective small-scale research to make data-driven decisions and create strategic plans.
Intercepting More Opportunity #
- The Lead Generation Model: Understand how clients find service providers and refine your lead generation strategies.
- The Lead Generation Map: Use this visual overview to build a comprehensive lead generation strategy.
Additional Resources #
- POV Writing Prompts: Develop and refine your unique point of view through practical exercises.
I'm constantly working to consolidate and improve how I share what I've learned.
HOW I MONETIZE ALL THIS #
OpportunityLabs.io is an audience-based marketing agency. We help our clients become a household name to >6,000 prospective buyers and recommenders inside of 6 months by defining an audience and using a mixture of outbound distribution methods to get differentiated, useful, branded educational content in front of them to generate signals that guide targeted outreach.
Personalized guidance for:
- Positioning strategy and decisions
- Point of view development
- Marketing strategy optimization
- Business development
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I'd also like to work on a more long-term basis with a whale client who would like to fund me building their marketing program in the way I advocate for. If that's you, please reach out.