About this episode

David discusses the folly of marketing agencies claiming specialness on non-unique attributes instead of focusing on their unique expertise.

David sees too many marketing agencies trying to attract new business by staking claims of specialness on things for which nobody is claiming the opposite, instead of building their positioning on uniquely defined expertise.

People in this episode

Hosts: David C. Baker, Blair Enns

Topics covered

• marketing agencies
• positioning
• expertise
• business strategy
• specialness

Keywords

• marketing
• positioning
• agencies
• business development
• expertise

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