2Bobs—with David C. Baker and Blair Enns

In this engaging conversation, guest Rand Fishkin, a marketing expert well-known for his insights on reliable channels, joins David, an advocate for email marketing. They delve into the enduring effectiveness of email newsletters despite modern trends suggesting otherwise. Topics include the 'en-shitification' of digital platforms, the history and evolution of email, and the significance of nurturing audience relationships. Fishkin and David emphasize email's cost-effectiveness and its powerful role in building industry visibility, all while navigating the complexities of content creation.

David C. Baker, a savvy expert in horizontal positioning strategies, shares his insights on successfully marketing a single service across various industries. He discusses the nuances of horizontal versus vertical positioning, emphasizing the importance of clear market definitions. Baker provides examples of how businesses can identify and target challenger brands effectively. Additionally, he highlights the role of research in enhancing market strategies, particularly for smaller firms, illustrating how authentic connection can drive success.

The discussion kicks off with a humorous take on knowing your audience, comparing it to golf strategies. As economic uncertainty looms, the focus shifts to the vital need for creative firms to carefully reassess their market positioning. The importance of targeting a narrow audience emerges, suggesting that small beginnings can lead to broader success. Navigating through AI's impact on various industries raises questions about coding and market dynamics. Finally, the conversation highlights the need for businesses to establish a niche before expanding their reach.

David C. Baker shares his decision-making framework for agency principals in chaotic times, discussing challenges like AI disruptions, remote work complexities, salary inflation, and the importance of self-awareness in leadership and decision-making. The podcast also covers topics such as navigating salary inflation, title confusion, addressing indifference, balancing financial success with impact, and making tough decisions for business growth.

Explore the shift to premium pricing culture with prompts for creative exercises. Break free from pricing constraints towards high profitability. Learn how obsessing over product leads to premium pricing in drink business. Strategies for consistency and transitioning to premium pricing culture.

Explore the concept of scalability in sales and business, emphasizing generating more output with less input. Discuss scalable sales strategies for controllable growth and success, including leveraging webinars and partnerships. Learn about leveraging other audiences for scaling presence and a success story using TikTok for book sales. Delve into building replicable sales strategies for agency principals to enhance firm performance.

The podcast discusses the trend of service providers trying to raise prices by appearing more 'strategic', losing work to off-shore teams and AI. Topics include the evolution of strategy in creative industries, global workforce shifts, adapting strategies for success in changing markets, and navigating industry disruption and innovation.

Exploring the characteristics of tech bros, the podcast critiques their focus on quick wealth without evidence of success. It contrasts their lifestyle with sarcasm while highlighting admirable traits like discipline. The conversation also delves into leveraging customer advocacy for business growth and the intersection of tech and altruism.

Blair shares steps for creative agency leaders to turn their team into a sales force. They discuss expanding roles, creating a culture of excellence, and navigating the transition from a delivery to sales team.

The podcast explores the nuances of ethical consulting and advising, discussing the transition from consultant to advisor role. They emphasize the importance of ethical client advising and highlight seven core principles, including humility, active listening, and empathy.