Book · Book, about 130 pages

The Positioning Manual for Technical Firms

Philip Morgan · Philip Morgan Consulting Paid Intermediate

Morgan's whole subject is the exact fear that keeps agency founders generalist: that narrowing will shrink the pipeline. He argues the opposite case with a step by step method for picking and testing a niche, which is the single highest leverage GTM decision a services business makes.

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The question it answers

  1. I run a services or agency business, not a product. Does GTM mean anything different for me?

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