Joe Daniels is the founder of LEFTFIELD, a consultancy that helps businesses in crowded markets stand out through strategic positioning, branding, and messaging. 

In this episode, Joe shares his journey from agency work to running his own consultancy. He shares lessons on niching down, productizing services, and navigating the early challenges of building a personal brand. Joe opens up about his decision to rebrand his business, the concept of “Problem Access Fit,” and how embracing the path of least resistance can lead to sustainable growth. He also talks about the mental shifts required to experiment freely and the importance of staying focused on value creation.

(00:00) Intro

(01:15) Founding LEFTFIELD and focusing on differentiation

(04:10) Transitioning from SaaS to freelancers and solopreneurs

(09:14) Overcoming the false niche trap

(12:48) Why helping solopreneurs is more fulfilling

(18:54) Building a network and finding early clients

(23:32) The evolution of productized services and pricing

(30:07) Balancing strategy and execution for maximum impact

(36:11) Embracing growth and overcoming doubts

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Follow Joe on LinkedIn: https://www.linkedin.com/in/uptojoegood/
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Full-Stack Solopreneur is the only hybrid digital program that combines the flexibility of a self-paced course with the hands-on nature of a private consulting service⁠: https://fullstacksolo.com/