Blair Enns, an expert on business positioning and pricing, dives into the dangers of commodifying services, especially during economic downturns. He discusses how strong branding and strategic thinking can help maintain a business’s unique value. The conversation explores the pitfalls of hourly billing and urges adopting strategic pricing that reflects client value. Additionally, Blair highlights challenges in marketing educational offerings and shares insights on leveraging AI without surrendering perceived value. Practical tips for negotiation are also featured, emphasizing the importance of maintaining distinctiveness.

Blair Enns, CEO of Win Without Pitching, shares practical ideas on how to take your consulting business to the next level. Topics discussed include positioning yourself as an expert, danger of productizing your work, and increasing revenue. Blair's journey from university expulsion to CEO success is inspiring. The importance of specialization in consulting and the transition to a training company are also explored. Attracting clients through writing and thought leadership is highlighted, along with strategies for starting a professional services business.