You might benefit from working with me on your positioning or marketing message. In fact, I'm the best person in the world to help a 1 to 10-person dev shop plan and execute the transition from generalist to specialist. But if you need help with something outside that target, there are some other experts you should know about, described in the table below.

You'll notice there's no entry in the table above for "Need help transitioning from generalist to specialist, 1 - 10 employee headcount". That's the exact situation my services address.

My Service Offerings

My services help you solve two core business problems: lead generation and positioning. The positioning question must be solved before you can make headway on solving the lead generation problem. Depending on where you are in your business' maturity, you may need help from me to develop one or more of the following 7 critical assets:

  1. A strong market position
  2. A clearly-defined services "ladder"
  3. Online lead generation strategy & infrastructure
  4. A traffic-generation practice
  5. Email marketing strategy & infrastructure
  6. Content marketing assets
  7. Sales collateral

To help you create these seven assets for your business, I offer several services that accommodate a range of budgets and timelines. They're all advisory services, and most of them are designed for busy firm principles that can't delegate their marketing to an employee.

In-Person Workshop

If you would like to work very closely with me on any positioning, messaging, lead generation, or specialization challenge in your business, then a 1-on-1 in-person workshop with me for 1 or 2 days at my office in the California wine country might be ideal. Starts at $5,000 Learn more about the 1-on-1 Workshop >>

1-on-1 Retainer

If you need a lot of custom advisory support with your positioning or lead generation, my 1-on-1 engagement is the best level of support. You'll get weekly 1-on-1 video calls plus priority response to questions via email or Slack. If you're feeling like the positioning process is particularly challenging or it's bringing up a lot of fear or uncertainty, a 1-on-1 engagement is ideal. $2,400/mo. More details on my 1:1 Retainer >>>

Positioning Accelerator Program

If you need some custom 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 >>

In-Person Workshop

  • In-person in California wine country, 90 minutes from San Francisco
  • Private, 100% customized to your needs
  • 1 month structured prep work to maximize the effectiveness of the in-person time
  • 90 days followup implementation support (monthly video calls)

1:1 Retainer

$2,400 per month
  • Remote, via Zoom video chat
  • Private, 100% customized to your needs
  • Pay-as-you-go, end anytime

Positioning Accelerator Program

$500 per month
  • Group consulting
  • Pay-as-you-go, end anytime

Contact me regarding services >>

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.

The Positioning Course

  • 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 1 to 10-person 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

Download Specialization & Lead Generation Roadmaps

There are repeatable processes for specializing and building a sustainable lead generation practice. I use them in my client engagements. I'm happy to share those with you. Just tell me where to email them: