I’m thrilled to share a conversation I had recently with returning guest, Philip Morgan.

Philip Morgan's work on specialization, cultivating expertise, and monetizing IP helps independent consultants thrive. His Expertise Incubator program helps indie consultants cultivate expertise, a point of view, and IP. His book, The Positioning Manual for Indie Consultants has helped thousands transform their businesses.

In this episode, we dove into what it means to be a category of one, the risks involved, and why service businesses struggle with this common advice.

Tune into this episode to hear:

• The risks of creating a whole new category for yourself
• The unique challenges for service businesses versus product businesses
• The difference between positioning and differentiation, and why you need both
• Why true expertise requires balancing confidence, uncertainty, and communication

Learn more about Philip Morgan:

• Website
• Twitter: @Philip_Morgan
• The Positioning Manual for Indie Consultants
• 80/20 Agency Marketing
• The Point of View Guide

Resources:

• No BS Agencies Mastery
• The Price to Freedom Calculator™
• No BS Launchpad
• No BS Agency Owners Free Facebook Group
• Start reading the first chapter of my book
• Piasilva.com