Foreword
Countless books have been written about how to do networking, lead generation, social media, selling and brand management. Probably even more have been written about content mastery and how to become really good at doing something. Call those perspectives marketing and content, respectively.
Curiously, I can’t think of any books that specifically link those two perspectives for professional services – how to develop and run a business built around the idea of expertise. Until this book.
It sounds so simple: get better than anyone else at something and then build your business around it. For example, we’ve all heard the quip, ‘Build a better mousetrap and the world will beat a path to your door.’ But that optimistic formulation begs ...
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