I'm here to help small dev shops and solo developers do two things:

  1. Make better positioning decisions
  2. Learn how to generate leads the way expert specialists do

If you need help with any of those, read on because I can definitely help.

If instead you need help with pricing, sales, financial management, or people management, check out the list of world-class resources listed at the end of this page.

How I Can Help

I don't know of anyone else in the world who has focused as deeply as I have on the question of how self-employed software developers can successfully transition away from being generalists and into being in-demand specialists. I've also spent a decade involved in the world of content marketing, which happens to be one of the best ways for expert specialists to generate leads.

If positioning or lead generation are challenges you need help with, I can help in several ways.

Private Coaching

If you need the highest level of speed or privacy I offer, my 1-on-1 coaching is the best level of support. You'll get weekly 1-on-1 video calls plus priority response to questions via email or Slack. Starts at $1,800/mo. More details on Private Coaching >>>

Specialization School

If you need less speed and privacy, then one of the three Specialization School workshops are the best value. You'll get a structured, reliable process for deciding how to specialize or learning to generate leads combined with group support and accountability through weekly live video calls and a private forum. These workshops start at $800.

If you'd prefer a home-study, self-paced version, then the three Specialization School workshops are available in a self-study format at a lower price point. These are the same structured, reliable, step-by-step process but without the live video calls. More details: >>>

If your business is already specialized and you have also figured out how to do outbound lead generation and now want help learning how to create effective inbound/content marketing, thought leadership, or economically valuable intellectual property, then check out the Advanced Marketing coaching program: >>

Positioning Accelerator Program

If you need open-ended support with your positioning process, my Positioning Accelerator Program is for you. You get Slack chatroom access to me for same-day responses to your specific questions and potential roadblocks, along with weekly office hours calls for realtime problem-solving and accountability check-ins. Even better, you'll get to interact with others who are facing the same challenges you are, which accelerates your progress. $500/mo. More details on the Positioning Accelerator Program >>

If you have questions about my services or need something custom:

If my services are not a good fit now, I also have some products that may be just what you need to make some progress on your own transitioning away from being a generalist and towards being a more successful specialist.

Specialization School Workshops (Self-Study Version)

  • Online course
  • The most supportive DIY/self-study product I offer
  • 30% theory, 70% application
  • Multi-modal learning

The Positioning Manual for Technical Firms

Starts at $49
  • The only manual that helps self-employed software developers fully understand positioning and specialization
  • 70% theory, 30% application

Specializing Without Failure

  • A succinct overview of a robust, effective process for deciding how to specialize


Referrals for Other Experts

The success of your dev shop is #1 on my list of priorities. Selling my services is only important to me if the fit is right and positive ROI is likely. That's why I use about as many words on this page to describe other people's offerings as I do my own services; it helps clarify what I do and do not do, and it helps you self-select for ideal fit.

If you've landed on this page and need help with something other than positioning & lead generation for a solo or small dev shop, check out these experts. They're part of a world-class ecosystem of training, consulting, and coaching for most facets of improving your custom software development business.

Blair Enns

Blair has a year-long training program that covers positioning, marketing, and sales in great depth. I can't recommend it highly enough: Blair's program is geared towards creative agencies rather than technical ones, but I still think you should check it out to see if it meets your needs. Even if Blair's program is not a great fit for you, join his email list now. It's impressively good stuff every time he emails you:

David C. Baker

David offers a variety of consulting services for marketing firms. His depth of experience and extensive body of original research could be just what you need to improve your firms' strategy and performance: Even if David's services aren't right for you, also join his email list asap. It's also great stuff every time he emails you:

Jonathan Stark

Jonathan is a business coach who helps independent professionals increase their profitability. He is the author of Hourly Billing Is Nuts (, the host of Ditching Hourly (, the co-host of The Business of Authority (, a regular panelist on The Freelancers' Show (, and writes a  daily newsletter ( that you should should join if the idea of selling your life away in one hour increments makes you sick.

Karl Sakas

Karl brings his agency operations background ( to help agencies maximize profits and grow without growing pains. He's advised agencies on six continents, typically with 10-100 employees. Clients call Karl their "agency therapist."

Sign up for his email tips to get a free copy of Don't Just Make the Logo Bigger, his eBook on handling difficult clients:

You can also get a copy of Made to Lead and The In-Demand Marketing Agency on Amazon.

Liston Witherill

Liston offers sales training for solopreneur consultants and agency owners. He offers a variety of consulting and coaching to improve your selling outcomes, build confidence and comfort in selling situations, and generate powerful referrals. You can learn more about Liston's training options at:

I recommend you grab his thought-provoking (and entertaining) emails:

Marcus Blankenship

Marcus helps great programmers become the brilliant leader their team is dreaming of.  If you’ve got a team that seems stuck in neutral, Marcus can help you build a high-performance environment where everyone’s motivated.  He offers group and individual coaching, as well as intensive hands-on workshops.  Even if he’s not a great fit for you, join his email list now.  It’s tons of good stuff you can apply today:

Lead Cookie

Lead Cookie is a done-for-you Linkedin prospecting service created by Jake Jorgovan ( They manage your Linkedin profile and start warm conversations between you and your ideal prospects.

If you have a strong positioning statement and value proposition ready, then Lead Cookie can be a great way to scale up your outreach and generate leads. On average Lead Cookie leads to 4-10 booked phone calls per month.

They also have a 30-Day Money Back Guarantee. If you are unhappy for any reason they will refund 100% of your money. You can learn more at

If you have questions about my services or need something custom: