Ron and Ed welcome David C Baker, the leading authority on positioning, reinventing, and selling firms in the creative and digital space, to the show. David is the author of five books, three of which focus on the central elements of the business of expertise: positioning, financial management, and leadership. David speaks regularly on more than 70 topics relevant to entrepreneurial expertise, from 20 executives to 5,000 live on TV, all over the world. We will speak with him primarily about his book, The Business of Expertise.