S2E1: Category claimed. Standing out, selling smart, and why most consultants are invisible, with Justin Michael

Matt sits down with Justin Michael - author of over a dozen books including Tech-Powered Sales and Seven Figure Formula, and one of the highest-paid consultants in the world of B2B sales and client acquisition. Justin has trained over 250 teams, worked one-to-one with more than 1,000 professionals, and built a seven-figure practice without a big agency, a VC-backed budget, or a Harvard MBA.

In this episode:

• Why claiming "number one" in your category is legitimate - and how to do it honestly
• The content vector principle: why you should only create content you actually love
• De-niching: why niching on the problem, not the persona, opens up your market
• LinkedIn DMs as the new cold call - and what everyone's getting wrong

Links & Resources Mentioned:

• Seven Figure Formula by Justin Michael
• Tech-Powered Sales by Justin Michael & Tony Hughes
• Sales Superpowers by Justin Michael
• The 80/20 Principle by Richard Koch
• Pitch Anything by Oren Klaff
• The Go-Giver by Bob Burg
• Daniel Priestley / Key Person of Influence
• Alan Weiss