Read it for
- Agency positioning
- Authority
- New business
What this book covers
Drew McLellan and Stephen Woessner argue for building a market position through expertise and content that expresses it. For a paid media collective or agency, that helps connect the firm's own publishing with the work it wants to win. Use it to choose a recurring client problem worth explaining in depth.
Bring it to your work
Define one audience, one recurring problem and three pieces of evidence that support your expertise. This is a PMC editorial prompt.
Reading context
Publisher page verifies identity, scope and format ISBNs but gives no release date. Commercial authority-building claims are not guarantees.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
The Business of Expertise →
Choose this first when the agency has not yet decided where its expertise should be concentrated.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Numbered edition unspecified; paperback
- Format
- paperback
- Reference edition date
- Date not established
- ISBN-13
- 9781947305076
Publisher or author description reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices. Public samples are linked where checked.
Publisher page verifies identity, scope and format ISBNs but gives no release date. Commercial authority-building claims are not guarantees.
Applications, priorities and coverage depth are editorial judgments. Book not read in full.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
Take the idea off the page.
What could we publish that another competent agency could not credibly claim?
Talk with the collective
