Summary: <div> <div>Guest:</div> <div> <div><a target="_blank" href="https://philipmorganconsulting.com/">Philip Morgan</a></div> <div><a target="_blank" href="http://twitter.com/Philip_Morgan">@Philip_Morgan</a></div> </div> </div> <div class="podcast-episode"> <div class="subtitle"> Philip Morgan talks with Dave Rael about the importance of positioning, the value and perception of marketing, delivering value, and specialization </div> <div class="podcast-summary"> <p>Philip Morgan helps software development shops generate more leads. Unlike other marketers, he uses hyper-specific positioning, education-based content marketing, and marketing automation to make that happen. He’s also the author of The Positioning Manual for Technical Firms.</p> </div> <div class="podcast-chapters"> <h6>Chapters:</h6> <ul> <li><a href="#!"> - Dave introduces the show and Philip Morgan</a></li> <li><a href="#!"> - The necessity of marketing and positioning</a></li> <li><a href="#!"> - Philip and learning by trial and error - specialization vs. generalism</a></li> <li><a href="#!"> - Focus on our own skills vs the needs of clients</a></li> <li><a href="#!"> - Philip's definition of value</a></li> <li><a href="#!"> - Talking about the problem vs the solution</a></li> <li><a href="#!"> - How Philip got started in software and technology</a></li> <li><a href="#!"> - Philip's story of failure - a content marketing service that required building and managing a team - getting behind and the struggle to wind it down - the importance of relationships</a></li> <li><a href="#!"> - Philip's success story - the positioning book and the interactions that have resulted</a></li> <li><a href="#!"> - The meaning of positioning</a></li> <li><a href="#!"> - The nature of marketing</a></li> <li><a href="#!"> - How Philip stays current with what he needs to know</a></li> <li><a href="#!"> - Philip's recommendations for better positioning and career management, including book recommendation</a></li> <li><a href="#!"> - The things that have Philip most excited</a></li> <li><a href="#!"> - Philip's sources of pain and suffering</a></li> <li><a href="#!"> - Philip's top 3 tips for delivering more value</a></li> <li><a href="#!"> - Keeping up with Philip</a></li> </ul> </div> <div class="podcast-resources"> <h6>Resources:</h6> <ul> <li><a href="https://philipmorganconsulting.com/" target="_blank">Philip's blog and site</a></li> <li><a href="https://philipmorganconsulting.com/authority-resource-center/the-positioning-manual-for-technical-firms/" target="_blank">Philip's book: The Positioning Manual For Technical Firms</a></li> <li><a href="http://audienceops.com/" target="_blank">Audience Ops</a></li> <li><a href="https://philipmorganconsulting.com/positioning-crash-course/" target="_blank">Philip's Positioning Crash Course Email Course</a></li> </ul> </div> <div class="podcast-book-recommendation"> <h6>Philip's book recommendation:</h6> <ul> <li><a href="https://www.amazon.com/dp/0062292986/?tag=devonfir-20" target="_blank">Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) - Geoffrey A. Moore</a></li> </ul> </div> <div class="podcast-tips"> <h6>Philip's top 3 tips for delivering more value:</h6> <ol> <li>Talk to your clients (or employer) more and find out about their business</li> <li>Become more curious about the why, even if it's at the expense of the how</li> <li>See your business as more than just an extension of yourself</li> </ol> </div> </div>
