Unleashed - Elevate Your Leadership Impact E28: David C Baker - Positioning Your Organization Ahead of the Competition
5 snips
Mar 18, 2021 
David C. Baker, author and advisor known for The Business of Expertise, explains why sharp positioning beats being interchangeable. He discusses narrowing focus, testing market size, using pricing and exclusion to signal value, and building a lead-generation flywheel. Practical rules and boundary-setting tips guide firms to stay small, selective, and strategically different.
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Define Ideal Clients By Decision Access And Experience
- Do define your ideal client by access, experience, and size so you can actually make a difference.
- Baker advises listing criteria on your website so prospects self-select out and you avoid compromising for opportunity.
Simple Market Size Rules To Test Focus
- Test market viability by counting competitors and prospects in your addressable market.
- Baker suggests about 10–200 competitors and 2,000–10,000 prospective customers as a practical sweet spot for professional services.
Differentiate By IP Service Mix Or Point Of View
- Do differentiate within a crowded field using IP, service mix, or a public point of view.
- Baker recommends primary differentiation be who you address and what you do, with process/IP as secondary levers.
