How to Make Horizontal Positioning Work

2Bobs—with David C. Baker and Blair Enns

“Strengthening a Weak Horizontal Positioning” by David C. Baker on punctuation.com

27:29

Gary Sinise is an award winning actor, on the stage, TV and big screen. He is best known for playing Lieutenant Dan in Forrest Gump. Inspired by this role and his family members, Gary is now the head of the Gary Sinise Foundation, which offers support for service members who need help with mental wellness, trauma, physical recovery, and loss. He Also plays concerts worldwide for our nation’s defenders and their families, boosting morale and offering gratitude for their sacrifices as part of the Lt. Dan Band. Jay and Gary discuss the changing needs of American service members and their families, the many services the Gary Sinise Foundation provides, how Gary’s work helped him through personal loss and much more. Today's episode was produced by Tani Levitt and Mijon Zulu. To check out more episodes or to learn more about the show, you can visit our website Allaboutchangepodcast.com. If you like our show, spread the word, tell a friend or family member, or leave us a review on your favorite podcasting app. We really appreciate it. All About Change is produced by the Ruderman Family Foundation. Episode Chapters (0:00) intro (1:11) Veterans’ changing needs over the past half century (7:57) Veterans’ appreciation of Gary’s portrayal of Lt. Dan (10:25) By helping others, we step out of ourselves (11:46) The Lt. Dan Band (15:29) How the death of Gary’s son Mac impacts his activism (17:33) Bringing services to American heroes wherever they are (19:45) Accurate portrayals of veterans in film and TV (20:58) How can people get involved with the Gary Sinise foundation (24:24) Goodbye For video episodes, watch on www.youtube.com/@therudermanfamilyfoundation Stay in touch: X: @JayRuderman | @RudermanFdn LinkedIn: Jay Ruderman | Ruderman Family Foundation Instagram: All About Change Podcast | Ruderman Family Foundation To learn more about the podcast, visit https://allaboutchangepodcast.com/ Looking for more insights into the world of activism? Be sure to check out Jay’s brand new book, Find Your Fight , in which Jay teaches the next generation of activists and advocates how to step up and bring about lasting change. You can find Find Your Fight wherever you buy your books, and you can learn more about it at ⁠⁠www.jayruderman.com⁠⁠ .…

about a year ago 23:25

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David provides some clear examples of what is required for a firm to be successful at offering one service for many different verticals.

Links

217 episodes

#MBA #Blair Enns #Entrepreneur #Business #David C Baker And Blair Enns #David C Baker

How to Make Horizontal Positioning Work

2Bobs—with David C. Baker and Blair Enns

91 subscribers

published about a year ago

MP3•Episode home

David provides some clear examples of what is required for a firm to be successful at offering one service for many different verticals.

Links

“Strengthening a Weak Horizontal Positioning” by David C. Baker on punctuation.com

217 episodes

#MBA #Blair Enns #Entrepreneur #Business #David C Baker And Blair Enns #David C Baker

All episodes

1
The Waterfall of Differentiation 27:21

4 days ago27:21

27:21

When it comes to positioning, David is still seeing creative firms failing to answer three essential questions in the proper sequence: category, specialization, and then secondary differentiators (or qualifying characteristics).

1
Always Be Anchoring 30:26

18 days ago30:26

30:26

Blair sees high price anchors everywhere—from buying a suit to ordering a burger. So what factors should creative firms keep in mind as they use anchoring in selling their service options? And when is the best time to present the anchor option within the sales conversation? Links “Anchor High” by Blair Enns for winwithoutpitching.com…

1
What to Ask, Sign, and Share With a Potential Buyer 23:54

5 weeks ago23:54

23:54

Following up on the recent episode on whether you should be considering that offer to sell your firm, David provides four questions to get answered, two documents to sign, and a short list of materials that can help you take the lead in early conversations with a buyer. LINKS ”Should You Entertain That Acquisition Offer?”…

1
The Power of a Metaphor 26:28

7 weeks ago26:28

26:28

The more unexpected the metaphor, the more information it carries. Blair has four less-obvious metaphors to give you access to entire playbooks in just four words when selling your expertise. LINKS "The Power of a Metaphor" written by Blair Enns for winwithoutpitching.com

1
Should You Entertain That Acquisition Offer? 24:39

9 weeks ago24:39

24:39

Ignoring any unexpected offers to buy your business that might come your way is not in your best interest. But neither is dating all opportunities in desperation. David has four things principals should consider, whether or not you are actively looking to sell your firm. Links “Should You Entertain That Offer?” by David C. Baker for punctuation.com 2Bobs London Meet-up on Thursday 8 May, 2025 at 2pm…

1
When Your Clients Talk to Each Other 23:38

11 weeks ago23:38

23:38

Your clients are far more likely to talk to each other when you have vertical positioning. Blair has observed both good and bad things arising from this. Links “How to Ask for Referrals” 2Bobs episode

1
Facing an Existential Crisis? 28:43

13 weeks ago28:43

28:43

As we are hearing about more firms that are closing during these challenging times, David offers some guidance to help cut through the confusion when our worst fears in our business become reality. Links "Facing an Existential Crisis" article by David for punctuation.com Rory Sutherland's LinkedIn post David's LinkedIn post…

1
Who Should Set Prices? 41:01

15 weeks ago41:01

41:01

As Blair continues to encourage expert practice owners to price the client and not the service, he and David discuss the pros and cons of four levels of pricing authority they should be thinking about within their firm, instead of just assuming pricing responsibility automatically defaults to a specific role or job title. Links “Who Should Set Prices In Your Firm?” written by Blair Enns for WinWithoutPitching.com…

1
10 Reasons a Buyer Might Want Your Firm 32:41

17 weeks ago32:41

32:41

David thinks principals should build their firms as if they were going to sell it while Blair’s advice is to run it as if you’ll never sell it. Being aware of options as your firm matures can give you the leverage you might need in negotiations. Links “Ten Reasons Firms Are Bought” by David C. Baker for punctuation.com…

1
To Standardize or Customize 35:31

19 weeks ago35:31

35:31

Through the process of writing his latest book, Blair's thinking has evolved on whether or not firms should resist the urge to productize their services as they work to creatively meet the unique needs of each client.

1
Don't Bother Eating Your Veggies 24:56

21 weeks ago24:56

24:56

In Blair's experience, the most common reason a lead generation plan doesn’t get executed is it doesn’t recognize and leverage the strengths or motivations of the individuals executing. LINKS "The Best Lead Generation Plan" article by Blair Enns for WinWithoutPitching.com "The Rungs You Can Reach on the Ladder of Lead Generation" 2Bobs episode…

1
Adapting Hiring Strategies Over Time 26:05

23 weeks ago26:05

26:05

David describes the differences in what kind of people principals should hire during the early stage of their creative firm’s development when it’s all about “what we can afford,” the middle stage when it’s about “what we need,” and then the later days of an agency when it’s about “what we can learn.” LINKS “How Your Hiring Strategies Change” by David C. Baker for punctuation.com “The Problem of Standards” by David Maister…

1
The Barbell of Pricing Risk 26:14

25 weeks ago26:14

26:14

Blair borrows a concept from finance and fitness to help creative agencies find the balance between low risk and high risk pricing strategies.

1
Selling Your Professional Services Firm 41:23

27 weeks ago41:23

41:23

Blair interviews David about his new book, Selling Your Professional Services Firm: A Primer . LINKS Buy a copy of David's new book from him directly. Buy David's new book and audiobook on Amazon.

1
Questions, Not Answers 24:04

29 weeks ago24:04

24:04

Blair interviews David on his recent article about the idea that expertise does involve supplying answers, eventually, but mainly expertise is about asking the right questions, first, and then offering a few answers after the truth surfaces. Links “Expertise Is Mainly About Asking Great Questions” by David C. Baker on Punctuation.com…

2Bobs—with David C. Baker and Blair Enns

1
Assume an Advantaged Player 22:25

31 weeks ago22:25

22:25

Blair shares how to determine whether or not we are the advantaged player the “polite battle for control” within the game of sales, and how we can get the odds of winning the sale to be more in our favor. Links “Assume an Advantaged Player” article by Blair Enns on WinWithoutPitching.com

2Bobs—with David C. Baker and Blair Enns

1
The Four Conversations: A New Model for Selling Expertise 30:34

33 weeks ago30:34

30:34

David interviews Blair about his new book , which lays out his proven framework B2B service providers can use to increase closing ratios and average proposal values. Links Order The Four Conversations: A New Model for Selling Expertise by Blair Enns

2Bobs—with David C. Baker and Blair Enns

1
200th Episode Special 30:21

35 weeks ago30:21

30:21

Blair and David reminisce about their podcasting journey since Blair first pitched the 2Bobs idea to David back in 2016, sharing what they've learned along the way, and what they might like to try with the podcast in the future.

2Bobs—with David C. Baker and Blair Enns

1
How Account Managers Deliver Strategy 23:46

37 weeks ago23:46

23:46

David unpacks six principles that can help creative firms benefit from delivering strategic guidance through their account managers. LINKS "Account Managers and Strategy" by David C. Baker at punctuation.com

2Bobs—with David C. Baker and Blair Enns

1
How to Avoid Commodifying Your Offering 29:47

39 weeks ago29:47

29:47

Blair sees four common behaviors when business owners are looking to get deals moving in times of economic decline, stagnation, or uncertainty that end up doing long term harm to their positioning and pricing. LINKS "Four Ways to Commodify Your Offering" by Blair Enns on WinWithoutPitching.com "Phase Your Client Engagements" 2Bobs episode…

2Bobs—with David C. Baker and Blair Enns

1
Are Email Newsletter Even Viable Anymore? 29:37

41 weeks ago29:37

29:37

Every few years we’re told that we need to move on from using email newsletters as a part of our marketing platform. And David says that advice has always been wrong. Links David’s article on Punctuation.com (subscribe to his newsletter at the bottom of the page) “Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It” by Rand Fishkin…

2Bobs—with David C. Baker and Blair Enns

1
How to Make Horizontal Positioning Work 23:25

43 weeks ago23:25

23:25

David provides some clear examples of what is required for a firm to be successful at offering one service for many different verticals. Links “Strengthening a Weak Horizontal Positioning” by David C. Baker on punctuation.com

2Bobs—with David C. Baker and Blair Enns

1
Are You Fishing in the Right Pond? 32:10

45 weeks ago32:10

32:10

Given these uncertain economic times we are in right now, Blair is asking if some creative firms might need to rethink the market they serve, looking at whether their positioning might be too broad, too narrow, or just wrong. LINKS "The Target Is Not the Market" by Blair Enns on winwithoutpitching.com…

2Bobs—with David C. Baker and Blair Enns

1
Leading in a Chaotic World 28:51

47 weeks ago28:51

28:51

David shares his decision-making framework that will help agency principals make better decisions during chaotic times like these. LINKS “Leading in a Chaotic World” article by David C. Baker on Punctuation.com

2Bobs—with David C. Baker and Blair Enns

1
Creating a Premium Pricing Culture 31:05

49 weeks ago31:05

31:05

Pricing is a prison cell of our own making. And it’s cultural. Blair has come up with a series of prompts as a creative exercise to help us all move into a realm of higher pricing. Links “Creating a Culture of Premium Pricing” by Blair Enns at WinWithoutPitching.com “Have we Hit Peak Strategy?” “Be the Client You Want to See in the World”…

2Bobs—with David C. Baker and Blair Enns

1
Building a Scalable Sales Strategy 26:48

51 weeks ago26:48

26:48

David wants agency principals to develop new business plans which delivers more new leads with less labor so their organizations can have more controllable growth, as well as increasing their likelihood for a successful exit when that time comes. Links 2Bobs episode: “The Rungs You Can Reach on the Ladder of Lead Generation” NY Times article: “How a Self-Published Book Broke ‘All the Rules’ and Became a Best Seller”…

2Bobs—with David C. Baker and Blair Enns

1
Have We Hit Peak Strategy? 24:01

1 year ago24:01

24:01

Blair thinks too many design firms and other service providers are trying too hard to raise prices by presenting themselves as more “strategic.” Both he and David see these agencies losing more and more work to competitors moving to off-shore teams and AI centered services. Links Blair’s “What Is Strategy?” episode of the Ditching Hourly podcast with Jonathan Stark…

2Bobs—with David C. Baker and Blair Enns

1
What Tech Bros Get Right...and Wrong 21:21

1 year ago21:21

21:21

David definitely doesn’t want anyone to be like tech bros, but he has recognized a few things creative agencies might be able to learn from them.

2Bobs—with David C. Baker and Blair Enns

1
Turning Your Delivery Team Into a Sales Team 30:29

1 year ago30:29

30:29

Blair has five steps creative agency leaders can take to turn their account managers, project managers, developers, engineers, and advisors into a source of instant scale to their sales efforts. LINKS “ Turning Your Delivery Team Into a Sales Team ” article by Blair on WinWithoutPitching.com

2Bobs—with David C. Baker and Blair Enns

1
Advising Clients Ethically 24:15

1 year ago24:15