The Benefits of Narrow Positioning
In my latest post for the Marketingprofs Daily Fix, I interviewed David C. Baker, owner of ReCourses, Inc., which provides individual consulting, seminars, speaking, and writing exclusively for firms in the marketing industry (design, advertising, public relations, interactive, and in-house), on a topic we are both passionate about: Positioning. (See “5 Insights on Narrow Positioning.”) In the interview, David focuses on the bottom line benefits of narrow positioning, which is to say, making your business less relevant to most clients so that you can maximize efficiency and...
Read MoreUsing Thought Leadership To Cultivate New Business
While compulsively checking Twitter this morning, I came across this tweet from @fuellines with a link to this release from ad agency new business consultant Michael Gass. The headline: “Ad Agency Survey Finds Traditional New Business Methods Aren’t Working.” The post (and report) actually are a couple of years old, and I think most ad agencies are (finally) aboard the new media train. But it was this statement from the release that really struck me: “What seems to be revealing is the significant majority of these agencies are still relying heavily upon referrals and...
Read MoreWhat are you known for?
The topic of the latest episode of “The El Show,” hosted by PR bloggers Richard Laermer and Geoff Livingston was whether the “big agency” model works any longer. It piqued my interest because of my experience working in one (DDB Chicago, 1998 – 2004). It was postulated that the model was on its way out because they are trying to be everything to everyone and that the trend is toward “boutique” agencies, specialists in a particular industry or vertical. And that being small allows an agency to focus on a “core competency” and to become “known” for something. Yes, but....
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