Second Opinion

A publication for entrepreneurs who sell expertise & products

The Second Opinion newsletter is for consultants, content creators, and entrepreneurs. I publish about once a week (sometimes more). My goal is to provoke ideas about messaging, positioning, branding, and related subjects.

The theme I focus on most, though, is how to become the owner of an idea that’s important to your business or other pursuit. As a result, I write a lot about creating business definitions and creating your own business dictionary.

Hope you enjoy (:


Curious about what these emails are like? A few recent posts:

A Teardown of Teardowns

Teardowns aren’t for consultants, they’re for services providers


You always have a brand message, whether you mean to or not, so why not craft it carefully

Asking the Right Questions

One way to approach positioning is to ask the right questions

Talking to Black Swans

The key to business is learning what people want and how to give it to them without making them admit they want it

Words of War

We don’t have the luxury of lazy thinking, lazy messaging, or accidental propaganda