For all of human history up to this point, professionals were protected from competition by geography. Now that virtual work has exploded, the two sets of professionals getting hired are the entry level freelancers and high level expert freelancers. What does the mean for everyone left in the middle? What do we do if we serve a market that goes through massive disruption and the Mushy Middle gets squeezed or even eliminated from the market? How do we start moving toward the high ground - the luxury leader position? How do we show how we're different, and hammer that ONE thing over and over again till we become KNOWN for that one thing? On this episode, I talk about how to avoid being in the mushy middle as a coach, consultant and agency owner.