Begin with an end in mind

Philip Morgan

Here's a bit more detail on the specialization decision making workshop I'm running next month.There are several ways you could test and validate a decision about how you might specialize.One way to think about those various ways of testing is on this spectrum:Here are some of the possible ways to test a specialization without "betting the farm":

  1. Make sure the target market is the right size (more of a formal test)
  2. Make sure a checklist of important attributes are mostly or all "true" for the target market (more of a formal test)
  3. Put together a relatively low-cost productized service offer and shop it around to the target market (more of an experiential test)
  4. Build a standalone piece of marketing content for the target market (more of an experiential test)

I'm excited to include some of those tests in next month's workshop (not item #3, though. It takes one too long for a 4-week workshop).Test #4 is a part of this workshop.Towards the end of the 4 weeks, I'm going to set you up with a simple landing page template (not unlike and assign you the task of writing a landing page for one or both of the target markets you've chosen previously in the workshop.What I love about this is that you will know immediately if you need to gain more insight into your target market before trying to connect and build trust with them. You will know specifically where you need to learn more or gain more credibility. Or on the other hand, you will know exactly how strong a position you are in to start focusing on that target market.Either way, the feedback will be immediate and visceral. You'll feel it in your bones.And I can't imagine a better way for you to get clarity and confidence about this important decision in your business.This is just one of many elements of this workshop I think you will find very useful in your journey from generalist to specialist.If this sounds interesting, here are the details and next steps for this workshop:There are 7 seats total.The regular price is $800 per seat but...There are 3 "previous customer only" seats priced at $500. Two of them are already sold already, leaving only 2 at that price.Once those 3 seats are gone, the price goes up!Here's what you're getting when you buy:👉 A 4-week online workshop.👉Meetings are held using at 9am to 10am Pacific time (convert that to your local time here) on Wednesdays (March 7, March 14, March 21, and March 28--all those meetings are in March, 2018). These are not webinars. They are actual live meetings where you can ask any and all questions by just talking directly to me.Access to a private Discourse forum for Q&A and discussion between meetings.👉 Videos to teach you the important concepts you need to know before each live workshop session👉 1 Year of continued access to workshop materials (videos, tools, etc.) in case you want to revisit them later👉 A small group environment that should help introverts feel comfortable participatingBonus: You'll get the Complete Bundle of The Positioning Manual for Technical Firms for no extra cost.If you'd like to reserve your seat now, there's a simple application process:Schedule a 20-minute call with me to check for fit: (I've opened my calendar waaay up to make sure you can find a convenient time)During the call I'll ask a few questions to make sure you are likely to get a good ROI from this workshop and answer any questions you may have.If we both agree it's a good fit I'll send you a payment link.You can find a web page summary of this workshop here: /specialization-school/part-1-decision-making-workshop/Want help improving your positioning or marketing? I offer a small group program to help you do exactly that: http://positioningacceleratorprogram.comI work with people 1-on-1. If you're interested in learning more, click this here trigger link to get a short email sequence with more info sent to your inbox: /11-retainer/Know a self-employed software developer who might benefit from specialization? Send 'em this free gift! Details here --> /referrals/