David C Baker author of The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth

David chats with Jon Leon Guerrero and Pete A Turner examining various elements of expertise. Things like "Vertical" (specific to a maker) vs "Horizontal" (more broadly applied expertise). David suggests establishing expertise, but also, quickly pivoting off of that brand when the market sends a signal.

David also has a fantastic podcast with his buddy Blair Enns called the "Two Bobs Podcast."