We glean huge amounts of information from Mlicki's 15 years of experience in his agency (that has been around for 44 years!). We dive into how Rattleback made decisions around their positioning, and how trying to nail your positioning is always a moving target. We discuss why he chose to focus on a professional services niche, which led to many other questions: - what services are you providing to a narrow niche and is it perceived as more valuable just because you are niched? - does your agency experience increase when you narrow your focus? - does your value and price also go up as your experience goes up? - are tools/philosophies (like Hubspot) required for agencies practicing an inbound marketing strategy? - how can you 'deconstruct' thought leadership content into a digestible website? - how can you get your clients to read long-form content? - how could an agency remain a generalist in this day and age? - how does a focus change your revenue model (from project to recurring revenue)?