Resources

What you'll find here is a nearly complete list of the resources we offer. Some are paid and some are free. It's easier if you limit your search by topic or format (see the menu at the left or right). Or you can use the search bar at the top right. If you want to receive a notification of all the new materials and events on the site, be sure to sign up at one of the many forms scattered around the site. It's free, regular, and content-laden. Here are a few sample issues.

Position Paper: Essential Leadership Qualities

What are the characteristics of a leader that others want to follow?As you’ll soon see, this list is a very personal one. In other words, we’d all come up with different elements when building the list. What I’ve tried to do, though, is to think of a complete leader. So I’ve asked myself this question: can I imagine a leader who isn’t fair, for instance. The answer is obviously no. Each one of these, then, describes a leader’s characteristics, any one of which might hinder their effectiveness if missing in any significant proportion. What I’d encourage you to do--maybe even before you read this list--is to first make up your own list and compare it with mine. (These are not presented in any particular order.)

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Position Paper: Five Important Personal Transitions to Make

As you grow, what transitions are useful and even expected? Let’s look at a few that you’ll almost certainly encounter and help you see what might be on the other side of the transition.

One: Hiring for Expertise vs. Money

The first good transition to make is to begin hiring people for their expertise rather than for what they cost you. In the early days, you have a budget and you hire accordingly. You aim for whatever you can get for that price, and that’s the best you can do. There simply isn’t any more money, and expertise takes a back seat to available funds.

Eventually, though, you determine that expertise is more important than money. So you outline what you’re looking for in great detail and you don’t settle for less. You have a budget in mind, but the budget takes a back seat to the requirements for expertise. That means you may bust the budget. But in this scenario, one very qualified person may actually be equally as effective as two less qualified individuals.

Two: From Judging to Shaping

The second good transition to make is to move from judging to shaping the work underneath....

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Blog Post: 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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Blog Post: 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...

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Book: Managing (Right) for the First Time

This book is intended as a field guide for first time managers, or for managers who want to begin doing a better job. The author worked closely with 650+ companies and interviewed more than 10,000 employees, then summarized the findings in an interesting and imminently readable form. Read this book and you're likely to understand management and leadership like you never have before, but also learn very practical steps toward becoming a better manager.

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Press Item: The Head and Heart of Customer Service

This monograph, penned at the request of the Counselor’s Academy (a subgroup of the Public Relations Society of America), was written in 2002. From the summary:

“Baker's thesis is that before you can serve clients well, you have to find the right clients, then formalize a relationship with them to set expectations and clarify roles. He stresses the importance of ongoing marketing, describes how to achieve the ideal client mix, lists the elements of a typical client agreement, and presents detailed advice on how to communicate effectively to and on behalf of clients in order to keep them satisfied.”

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Press Item: Wall Street Journal Listing

In an article by Perri Capell in the Wall Street Journal, the author featured a discussion board that David C. Baker owned and nurtured to 12,000 members as an excellent resource for adventure travel, describing www.bmwsporttouring.com as a “privately owned web site that promotes on-line, on-road community."

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