I wrote yesterday about the "flip" - the moment when you can see that the person you're talking to trusts you and acknowledges your expertise in this field. One

I first heard this from Blair Enns, who wrote a fantastic book on pricing called "Pricing Creativity". He describes how, when you're meeting someone who you know is interested

Ultimately, when you’re offering a service or product to someone, you’re looking to help them emotionally. There’s a rational aspect to it - you’ll save them time, you’ll

In your positioning statement, you need to explain how you help your target market. This is where your specialisation really comes into its own. Because you’re a specialist, you get to know

Yesterday I mentioned that a positioning statement is built out of three elements. A lot of people worry about the first element - defining your target market. It can be quite scary to