Ep 176: Philip Morgan on the Road to Developing True Expertise and the Risks of Becoming a Category of One

I’m thrilled to share a conversation I had recently with returning guest, Philip Morgan.Philip Morgan's work on specialization, cultivating expertise, and monetizing IP helps independent consultants thrive. His Expertise Incubator program helps indie consultants cultivate expertise, a point of view, and IP. His book, The Positioning Manual for Indie Consultants has helped thousands transform their businesses.In this episode, we dove into what it means to be a category of one, the risks involved, and why service businesses struggle with this common advice.Tune into this episode to hear:* The risks of creating a whole new category for yourself* The unique challenges for service businesses versus product businesses* The difference between positioning and differentiation, and why you need both* Why true expertise requires balancing confidence, uncertainty, and communicationLearn more about Philip Morgan:* Website (https://philipmorganconsulting.com)* Twitter: @Philip_Morgan (https://twitter.com/Philip_Morgan)* The Positioning Manual for Indie Consultants (http://thepositioningmanual.com)* 80/20 Agency Marketing (https://opportunitylabs.io/80-20-agency-marketing/#positioning)* The Point of View Guide (https://philipmorganconsulting.com/books-and-guides/the-point-of-view-guide/0-front-matter/#the-point-of-view-guide)Resources:* No BS Agencies Mastery (https://www.nobsagencies.com/program)* The Price to Freedom Calculator™ (https://www.nobsagencies.com/freedom)* No BS Launchpad (https://www.nobsagencies.com/launchpad)* No BS Agency Owners Free Facebook Group (https://www.facebook.com/groups/nobsagencyowners)* Start reading the first chapter of my book (https://www.piasilva.com/ch1)* Piasilva.com (https://www.piasilva.com/)