Philip Morgan

The Positioning Manual for Indie Consultants Philip Morgan

Specialization is challenging.

Everybody says you should specialize, but the decision feels arbitrary, overwhelming, or frightening. You see the benefits for others (their value proposition is so clear!), but can't see how to get your business there. If you don't understand how specialization worksIf you aren't sure if specialization can help your indie consulting businessIf you don't know how to choose a specializationIf you don't know what to do once you've specialized...

then The Positioning Manual for Indie Consultants is for you. You'll learn: What marketing actually is (for indie consultants, not product companies) How specialization and positioning relate to marketing. The benefits and the risks of specializing in a platformWhat marketing infrastructure that helps you earn new visibilityThe way fundamental marketing labor realates to specializationHow to choose the right beachhead for your businessHow to navigate the risk of specializingThe tradeoffs In the 5 ways of specializingThe valuable opportunity that being *bad at marketing* presents

We're doing good work. One day we decide want to do better work. This book is about how to get there.

Specializing your indie consulting business has obvious benefits (visibility, momentum, impact, and profit) and non-obvious obstacles (fear, ineffective approach to deciding). This book helps you navigate those obstacles.