When you’re an expert in something, it’s tempting to assume the role of your communication is to deliver something in an academic way. Instruct, advise, and teach. Sometimes, this devolves into shoving a wall of smarts *at* the world. But you need to translate what you know into language that causes others to care. That's something today's guest embraced 10 years ago, and the combination of his ideas and his influence have put him in rare company.

Today's guest is David C. Baker, a 7-time author which the New York Times once called "the expert's expert." His business, Punctuation, and his seminal books like The Business of Expertise and Selling Your Professional Service Firm help business owners achieve their next milestones with clarity and confidence.

Today, we hear from David about why the EASY part of our work as experts is the insight. The hard part is wrapping insight into something delicious others want to eat.

Plus, he shares a rare kind of story he wrote, and we break it down together, and you'll get a fascinating look inside the thought process and creative practice of one of the world's top voices in the business of expertise.

This is a great one with the great David C. Baker!

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ABOUT ME, JAY ACUNZO

I help experts and entrepreneurs win more and better clients, at higher prices, with less friction. To do that, I help transform their thinking into resonant, repeatable ideas that define categories, build movements, and make them the favorite voice in their space—not just another option. Stop chasing attention. Become the one others seek.

I’m a former marketing leader at Google and HubSpot and globally touring speaker and author. I've spent 20 years building the exact thought leadership I now help clients create—as a practitioner-peer, not a coach with templates.

Work with me 1:1, book me to speak, or explore free resources at jayacunzo.com

Don't market more. Matter more.

Think resonance over reach.

Don't be the best. Be their favorite.

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