David C. Baker is an author, speaker, and consultant in the expertise marketplace. He has written 5 books, advised 900+ firms, and keynoted conferences in 30+ countries.
His work has been discussed in The Wall Street Journal, The New York Times, Fast Company, Forbes, USA Today, BusinessWeek, and Inc. Magazine.
At the beginning of the book, the author asks you to pretend that you, as an entrepreneur are invited to give a keynote to a major conference.
The person introducing you says: “Next we welcome [principal] of [your firm], a leading expert on [your positioning].”
How would you fill in that last blank about your positioning? And after the conference, how would you keep getting smarter and making more money from your expertise?
That’s why this book was written – to help you understand expertise a bit differently and then to position that expertise brilliantly (and profitably) for yourself.
At the heart of the book is the concept that expertise flows from focus, which flows from positioning. And the more deep and narrow your expertise is, the greater the demand for it, the less interchangeable it is, and the more profitable it can be.
The book outlines the numerous traps that entrepreneurs who sell expertise fall into, as well as how to avoid them. If you are an entrepreneurial expert selling advice for a living, you can’t afford not to read this book.
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout
David Maister's Amazon Page (Amazon.com)
David C. Baker's Podcast (2bobs.com)