Read it for
- Sales
- Expertise
- Pitching
What this book covers
Blair Enns asks expert firms to change the relationship between selling and giving away their work. For a paid media agency, that offers a starting point for setting boundaries around speculative audits and proposals. Use it to define the sales behaviour your team wants to practise, adapting the principles to the client's procurement process.
Bring it to your work
Set a written limit on unpaid discovery and define the smallest useful paid diagnostic you can offer. This is a PMC editorial prompt.
Reading context
The indexed author page describes twelve principles for selling expertise. The 2010 year comes from the earlier author interview; exact edition and ISBN remain unconfirmed. This is a sales philosophy that needs adaptation to client procurement.
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 Four Conversations →
Continue here for a more application-focused model of selling expertise.
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
- Format
- Not established
- Reference edition date
- 2010
- ISBN-13
- Not established
Publisher or author description reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices.
The indexed author page describes twelve principles for selling expertise. The 2010 year comes from the earlier author interview; exact edition and ISBN remain unconfirmed. This is a sales philosophy that needs adaptation to client procurement.
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.
Which part of our sales process gives away the expertise we want clients to pay for?
Talk with the collective
