Weekend Reading: “The Business of Expertise” by David C. Baker

For the 148th episode of The Marketing Book Podcast, I interviewed David C. Baker, author of The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth.

At the heart of this brilliantly-written manifesto is the concept that expertise flows from focus, which flows from positioning. And the more deep and narrow your expertise is, the greater the demand for it, the less interchangeable it is, and the more profitable it can be.

The author explains… 

Pretend that you’re invited to give a keynote to a major conference. The person introducing you says: “Next we welcome [principal] of [your firm], a leading expert on [your positioning].”  How would you fill in that last blank? And after the conference, how would you keep getting smarter and making more money from your expertise?

That’s why this book exists. To help you understand expertise a bit differently and then to position that expertise brilliantly for yourself.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.