Most consultants think the problem with their positioning is that they haven't found the right niche yet. But that's not what's holding them back. The bigger issue is that they're conflating the positioning of their company with the portfolio of their career, and treating them as the same decision. In this episode, we're joined by Adam Levinter, founder of Scriberbase and Axis Brands Group, who spent seven years going deep on subscription commerce before the market handed him a second business entirely. We get into why the market demands simplicity from your company even when your career looks nothing like that, how he built his second venture in secret before it ever went public, and why "going all in" on one thing doesn't mean you're locked in forever.

Show Notes

• When five clients becomes a signal: How Adam knew there was a real business in subscription commerce, and the number he uses to separate market demand from wishful thinking
• Building in secret: How Axis Brands Group went from a handful of quiet client engagements inside Scriberbase to its own standalone company, and why that sequence mattered

• The positioning collision: What happened when clients couldn't reconcile "subscription strategy firm" with "we can also run your Amazon ads," and why the fix wasn't a better explanation
• Two camps, one answer: Adam's take on the focus-versus-portfolio debate, and how he reconciles running two companies, two podcasts, a book, and board work with the idea that the market wants one thing from each of them
• The personal brand reality check: Why your website is no longer the front door to your business, who the face of your company actually is, and what the old head-of-sales adage has to do with it