overpass
three slits
overpass
sunglasses
graffiti
hanger
old sign
cotton
dark
wires
stairs
fall bench
hammers
pharmacy
table
taps
big hook
sinks
mini
butterflies
stream
garage door
posters
hdr landscape
cuba chairs
cactus
electrical
containers
on strike
dark stairway
boat
boats oxford
on off
flower
conduit
boats
resurrection
falls
antigua
pipes
tree
woman on steps
bannister
warehouse
vw van
leafs
file cabinet
dripped paint
canoes
streaming
beach 1
potter
dallas windows
vaulted
werthan
boots
high scene
propeller
danger door
joint
natchez
eye
stool
concrete
man blur
restaurant
beach 2
tubes
scooter

David C. Baker: Author | Speaker | Advisor—Business Insight for the Expert Firm

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Blog

Advantages of Horizontal Positioning for Your Agency

In the last blog, I covered the four advantages of vertical positioning. I want to finish that series by covering the four advantages of horizontal positioning.

As before, you can derive more value from this exercise by flipping each advantage around. For example, a primary advantage of vertical positioning is being able to locate your prospective clients. Flipping that around, a primary disadvantage of horizontal positioning is that it's hard to find your prospective clients because you usually can't purchase a list of them. Very few agencies who are positioned horizontally are also successful, but there are nevertheless many advantages and it is worth your consideration.

First, horizontal positioning brings more variety. This is in fact why eighty-five percent...

More >

Advantages of Vertical Positioning for Your Agency

Positioning decisions probably last longer than most marriages, so let's get it right! Ignoring the dozens of nuances to consider, for a moment, let me help you think through the biggest issue: the pros and cons of positioning your firm vertically or horizontally. I'll start with vertical because the vast majority of firms who are positioned well have a vertical positioning. These are the four advantages of vertical positioning.

First, verticial positioning makes it so much easier to find your prospects. Whether you buy a list of prospects or not, think of it like this: can you buy a list. Conversely, if you cannot buy a list, you are likely going to struggle finding your prospects. That's because your targets don't share sufficient characteristics to be on the radar of the world trying to sell things to them, and from their point of view, their problems aren't so unique that they value working with an agency that specializes in solving them. If you can't buy a list, you are looking for a group of prospects that nobody else thinks is worth tracking.

Second, vertical positioning benefits from decision makers who...

More >

Blog

Advantages of Horizontal Positioning for Your Agency

In the last blog, I covered the four advantages of vertical positioning. I want to finish that series by covering the four advantages of horizontal positioning.

As before, you can derive more value from this exercise by flipping each advantage around. For example, a primary advantage of vertical positioning is being able to locate your prospective clients. Flipping that around, a primary disadvantage of horizontal positioning is that it's hard to find your prospective clients because you usually can't purchase a list of them. Very few agencies who are positioned horizontally are also successful, but there are nevertheless many advantages and it is worth your consideration.

First, horizontal positioning brings more variety. This is in fact why eighty-five percent...

More >

Advantages of Vertical Positioning for Your Agency

Positioning decisions probably last longer than most marriages, so let's get it right! Ignoring the dozens of nuances to consider, for a moment, let me help you think through the biggest issue: the pros and cons of positioning your firm vertically or horizontally. I'll start with vertical because the vast majority of firms who are positioned well have a vertical positioning. These are the four advantages of vertical positioning.

First, verticial positioning makes it so much easier to find your prospects. Whether you buy a list of prospects or not, think of it like this: can you buy a list. Conversely, if you cannot buy a list, you are likely going to struggle finding your prospects. That's because your targets don't share sufficient characteristics to be on the radar of the world trying to sell things to them, and from their point of view, their problems aren't so unique that they value working with an agency that specializes in solving them. If you can't buy a list, you are looking for a group of prospects that nobody else thinks is worth tracking.

Second, vertical positioning benefits from decision makers who...

More >

Speaking Events

Growing Existing Accounts

Webinar: Who does it, what should you expect, what are the most effective methods, etc. The core of this webinar comes from interviews with 1,100 of the best account people at agencies around the world. You'll be fascinated with some of the basics and some of the unexpected findings, proven in the field. Please join us and pick the low-hanging fruit among your client base. $160

Revenue 2.0: Emerging Models for Expert Firms

You’re in business to make money and you’ve got ideas on how that should be done (along with a track record of doing so.) If you’ll give us two days of your life we’ll help you replace those ideas with even better ones and offer a more lucrative path to higher revenue, profit, and fulfillment. It’s not that your ideas are bad—they’ve gotten you this far after all. It’s just that what got you here doesn’t usually get you to the next level of profit and wealth. Your initial model for success becomes the constraint to even better success.

Atlanta, in a brewery, September 8-9.

Rethinking the Employee Review

Webinar: How we got to the current state of the employee review is anyone's guess, but it doesn't work on many, many levels. Everyone--on both sides--dreads it. But there are some really interesting, really helpful ways to do employee reviews that both parties look forward to and which move the company and the employee's career forward. Come learn about some exciting ways to do employee reviews. $160

Content for Inbound: Why, Who, What, When, Where

Webinar: The biggest change in the marketing of professional services in two decades has been the switch from outbound to inbound. What's lagging behind this change, though, is the eco-system that surrounds it. So let's catch up and do inbound the way it was meant to be done, with a full examination of why we're doing this, who should touch the process at certain places, what sort of activities build the right results, when various activities are more important than others, and where your inbound activities should appear in order to attract the right kind of clients. $160


Blog

Advantages of Horizontal Positioning for Your Agency

In the last blog, I covered the four advantages of vertical positioning. I want to finish that series by covering the four advantages of horizontal positioning.

As before, you can derive more value from this exercise by flipping each advantage around. For example, a primary advantage of vertical positioning is being able to locate your prospective clients. Flipping that around, a primary disadvantage of horizontal positioning is that it's hard to find your prospective clients because you usually can't purchase a list of them. Very few agencies who are positioned horizontally are also successful, but there are nevertheless many advantages and it is worth your consideration.

First, horizontal positioning brings more variety. This is in fact why eighty-five percent...

Advantages of Vertical Positioning for Your Agency

Positioning decisions probably last longer than most marriages, so let's get it right! Ignoring the dozens of nuances to consider, for a moment, let me help you think through the biggest issue: the pros and cons of positioning your firm vertically or horizontally. I'll start with vertical because the vast majority of firms who are positioned well have a vertical positioning. These are the four advantages of vertical positioning.

First, verticial positioning makes it so much easier to find your prospects. Whether you buy a list of prospects or not, think of it like this: can you buy a list. Conversely, if you cannot buy a list, you are likely going to struggle finding your prospects. That's because your targets don't share sufficient characteristics to be on the radar of the world trying to sell things to them, and from their point of view, their problems aren't so unique that they value working with an agency that specializes in solving them. If you can't buy a list, you are looking for a group of prospects that nobody else thinks is worth tracking.

Second, vertical positioning benefits from decision makers who...

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David C. Baker: Author | Speaker | Advisor—Business Insight for the Expert Firm