THE POSITIONING CRASH COURSE

A 10-part email course that helps you understand and get started with positioning/specialization.

WHO’S TEACHING THE COURSE?

Philip Morgan, an independent advisor to consultancies and dev shops, has been studying how expertise is cultivated, monetized, and built into a durable business advantage for over seven years. This process begins with specialization, and he has distilled his research on the topic into ten short email lessons, delivered daily.

What’s on the syllabus?

  • Lesson 1: Why marketing fails
  • Lesson 2: How specialization helps avoid marketing’s failures
  • Lesson 3: 5 ways to specialize
  • Lesson 4: A process for deciding how to specialize
  • Lesson 5: Assessing head starts
  • Lesson 6: Create a shortlist of opportunities
  • Lesson 7: Apply guardrails
  • Lesson 8: Validation
  • Lesson 9: The importance of implementation
  • Lesson 10: Resources to help with this process