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and other expertise-driven marketing principles, strategies, and examples.

  • Insights extracted from our research and work within the niche-expertise-driven consulting market.
  • Breakdowns and analysis of noteworthy lead generation approaches we find interesting, effective, and worthy of study.
  • Thoughts on the intersection of positioning, marketing strategy, and copywriting for experts with services that require nuance to explain.
Our most recent emails
how patient is patient image

How patient are you really?

How patient is patient, you ask? At 6:49 in this video, Ryan Serhant describes a pretty remarkable scenario: Nine years pursuing the same client. Without getting frustrated. Without acting needy. Without feeling “owed” the business. Now clearly, in order to …

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the canvas strategy

The canvas strategy

Quote of the day: Be lesser, do more. Imagine if for every person you met, you thought of some way to help them, something you could do for them? And you looked at it in a way that entirely benefited …

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go behind the scenes

Go behind the scenes

Quote of the day: Give people a backstage pass and show them how your business works… People are curious about how things are made. It’s why they like factory tours or behind-the-scenes footage on DVDs. They want to see who …

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my system image

My system (today’s the day)

Quote of the day: This brings me to my system… I figured my competitive edge was creativity. I would try one thing after another until somethign creative struck a chord with the public. The I would reproduce it like crazy. …

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specialization reduces dependence

Specialization reduces dependence

Time for another quick update as I continue to make my gleeful slog through this quite interesting data set. Two things I’ve uncovered: (And please forgive the crude display of said data.) Thing 1: Apart from a few individual examples …

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ideas into impressions image

Turning ideas into impressions

Quote of the day: All the perceptions of the human mind resolve themselves into two distinct kinds, which I shall call impressions and ideas. The difference betwixt these consists in the degrees of force and liveliness, with which they strike …

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the new safety zone image

The new safety zone

Quote of the day: There’s still a safety zone, but it’s not in a place that feels comfortable to you. The new safety zone is the place where art and innovation and destruction and rebirth happen. The new safety zone …

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misconceptions about randomness image

Overcoming misconceptions about randomness

Quote of the day: The theory of randomness is fundamentally a codification of common sense. But it is also a field of subtlety, a field in which great experts have been famously wrong and expert gamblers infamously correct. What it …

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vertical specialization sparse image

Vertical specialization is sparse

I’m churning away on the CLG Study version 1 analysis and decided to pop in for a short update. A surprising thing I’ve uncovered: Only 6 of the 51 firms studied are vertically specialized (e.g. we consult for regional telecom …

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smed image

SMED (and Shingo’s brilliance)

Quote of the day: When I ask about the major difficulties encountered in the many factories I visit, the response is usually brief: diversified, low-volume production. When I dig a little deeper and inquire why diversified, low-volume production constitutes a …

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starting small image

Starting small

Quote of the day: Starting small puts 100 percent of your energy on actually solving real problems for real people. It gives you a stronger foundation to grow from. It eliminates the friction of big infrastructure and gets right to …

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career capital craftsman

The Career Capital Theory of Great Work

Quote of the day: The Career Capital Theory of Great Work The traits that define great work are rare and valuable. Supply and demand says that if you want these traits you need rare and valuable skills to offer in …

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my lucky break podcast image

My lucky break (on a podcast)

Philip Morgan and Liston Witherill have found a way to accomplish something miraculous. They regularly go “offline” to record a podcast (titled Offline of course), and somehow manage to get said podcast “online” through… Quantum entanglement? Speaking of the laws …

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on the shoulders image

On the shoulders of giants

Quote of the day: ‘If I have seen farther, it is by standing on the shoulders of giants,’ wrote Isaac Newton in a letter to Robert Hooke in 1676. Although Newton was referring to his discoveries in optics rather than …

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expertise driven marketing conference

What expertise-driven marketing looks like

Let me tell you a story. Well… Scratch that actually. I’m not going to do the telling. But instead will highlight what this 10-person accounting-turned-energy-sector-consulting firm principal (Wolfram Moritz) told me in an interview yesterday and was kind of enough …

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survey first research interviews image

Survey-first market research (a CLG Study update)

It’s been a few weeks since the last Consulting Lead Gen Study research methodology update… And I’ve made a few changes. Primarily: I’ve switched over to survey-first LinkedIn outreach (which has been helpful now that I have a fairly standardized …

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Rebalancing your lead gen portfolio

There’s another distinction to be made via the lead generation methodologies we’ve been exploring. And that’s one of risk versus return (very much similar to how one might think of an investment portfolio). Simply put: we want to maximize return …

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turning pro means image

Turning pro means…

Deciding to adopt the habits of a professional. In marketing (and in life) this means: Endless OODA loops. Not getting comfortable. Not relying on Chance I: Blind luck. A “this might work” attitude. Matching patterns but not reasoning by analogy. …

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firm size matters marketing survey

Size does matter (for consulting marketing channels)

Apparently, there are 27 people who don’t listen to the 2Bobs podcast. So I feel compelled to help David and Blair out with my massive reach and mention their podcast here one more time this week. Most recently, they had …

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more naval lead generation

Some more Naval one-liners applied to lead generation

Some more Naval one-liners applied to lead generation: “No one can compete with you on being you. Most of life is a search for who and what needs you the most.” Specialize. Work towards excluding those who don’t fit what …

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