Hey everyone, today I’m joined by David C. Baker.

David is an agency advisor, author, and speaker who's consulted with over 1,000 firms and written some of the most respected books in the space—including The Business of Expertise and The Secret Tradecraft of Elite Advisors. If you're in the agency world and haven’t read his work, you’re probably still leaving money on the table.

I brought David on because his thinking is razor-sharp—and refreshingly contrarian. He doesn’t just echo the same playbook. He helps entrepreneurial experts build businesses that are clear, focused, and differentiated in a world that loves to blur the lines.

In this episode, we discuss:

How to mathematically test if your positioning is too broad—or too niche to survive
The surprising reason your local market might be holding you back
The ethical case for specialization (hint: it’s not just smart, it’s right)
and more...

You can learn more about David’s work at punctuation.com or on LinkedIn.

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053 David C. Baker: Positioning that Pays

Agency Forward