Q&A: marketing, LinkedIn, and building audience

What does it actually take to make fractional work sustainable, not just for a few months, but as a real career path?

In this special solo session, Ben Erez shares everything he’s learned about fractional product work from two distinct perspectives: as Head of Product at Continuum (a Series A marketplace for fractional executives that eventually shut down) and from his own two years doing fractional work. He walks through the foundations that set you up for success, how to actually find work and structure engagements, and most importantly, how to make it sustainable and not die. Ben is ruthlessly honest about what worked, what failed, and why intentionality is the difference between loving fractional work and hating it.

He covers the counterintuitive truth that narrow positioning beats broad positioning (using Phil Carter as a case study), why you need to learn to enjoy marketing yourself or you’ll burn out, and the three non-negotiable requirements for any engagement (relevant expertise + urgent need + budget). Ben shares real revenue data showing the spiky, unsteady income reality, explains the “feast or famine” trap that kills most fractional careers, and why he’s skeptical that demand aggregators will ever crack this market at scale. Plus, tactical advice on pricing, the transition from being helpful for free to asking for money, and why referrals beat every other channel.

If you’re exploring fractional work as a side hustle, between full-time roles after a layoff, or considering it as a long-term path—this session is for you.

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Want company-specific interview intel?

If you’re preparing for PM interviews at OpenAI, Google, Stripe, DoorDash, Uber, or Figma… we think you’re going to love Insider Loops. You can read about it in Ben’s LI post, Marc’s LI post or check out the site directly below.

In this episode, we covered the following topics:

* (01:35) Why fractional work is popular now but requires extreme intentionality to avoid hating it

* (05:45) Ben’s background: Head of Product at Continuum (fractional marketplace) then 2 years of fractional work

* (08:10) Ben’s journey: lots of experiments and failures (product design studio, part-time PM gigs, advisories, Maven course)

* (22:30) Learning to ask for money, transitioning from being helpful for free to paid engagements

* (23:55) Critical insight: narrow positioning beats broad positioning, you must specialize

* (26:05) Phil Carter case study: hyper-specific positioning (consumer subscription growth, seed to Series C)

* (28:30) Where to find work: referrals/word-of-mouth beat aggregators, why Continuum learned this

* (31:20) The 3 requirements for a good fit: relevant expertise + urgent need + budget

* (32:05) Why to avoid early stage startups, budget mismatch stories ($50K quote → $5K offer)

* (33:45) You need to learn to enjoy marketing yourself, can’t just be comfortable with it

* (43:45) The feast/famine trap: going 100% into “impact cave” kills your pipeline

* (45:25) Real revenue data: 24-month chart showing spiky, unsteady income reality

* (48:10) Advising as low-risk entry point, putting toes in water, not a life raft

* (1:12:30) How to close engagements: leave a great first impression, make it about them, ask for second session

* (1:14:15) Ben’s AI co-pilot for interview prep, productizing what he used to do one-on-one

* And more!

Links:

* Post-lesson feedback survey: https://forms.gle/VhGhkWsAfEL2aX6d9

* Elena Verna’s post: https://www.elenaverna.com/p/is-solopreneurship-right-for-you

* Ben’s LinkedIn post that helped him land his first fractional engagement: https://www.linkedin.com/posts/benerez_ive-been-the-first-pm-at-3-different-startups-activity-7165765316168368129-aPTq

* Phil Carter’s website - great positioning example: https://www.philgcarter.com/

* Marc: https://www.linkedin.com/in/marcbaselga/

* Ben: https://www.linkedin.com/in/benerez/

If you’re a new subscriber, we encourage you to check out some of the recent episodes you might have missed:

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* Check out Ben’s AI Practice Copilot and top-rated Maven course: Self-Paced PM Interview Bootcamp: Product Sense & Analytical Thinking (selected by Lenny Rachitsky as a top course 🔥). Get 25% off the course with promo code suprainsider (auto-applied here).

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