It's time you chose a lane

David C. Baker doesn’t mince words when it comes to positioning: You either own your space, or you drown in a sea of generalists. In The Business of Expertise, he lays out the brutal truth—your expertise needs a strategy, and that strategy is either horizontal or vertical. Pick wrong, and you’re in for an uphill battle. Pick right, and you’re golden. Let’s break it down.

Author

Basil Choudhry
March 03, 2025

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Experts should be expensive, rare, and difficult to access.

David C. Baker

1 - The Case for Horizontal Positioning

Horizontal positioning means you specialize in a function (like UX design, HR consulting, or data analytics) rather than an industry. Your skill set travels across sectors like a business-class nomad. The perks? Oh, they’re good:

  • Variety, baby! You’re never stuck in one industry, solving the same tired problems. Every project is fresh.

  • No client turf wars. You’re not pitting two competitors against each other—because your expertise applies everywhere.

  • Recession-proof(ish). When one industry tanks, you’ve got others keeping you afloat.

  • Bigger fish, better paydays. Large, sophisticated clients love a specialist who can slot into their team without threatening their primary agencies. Think Coca-Cola letting a niche consultant in the door while still keeping their main agency of record.

  • Cross-industry insights. You bring fresh ideas from one vertical to another, making you a secret weapon for companies that need out-of-the-box thinking.

Sounds pretty great, right? But wait—before you go printing business cards that say “I do everything for everyone,” let’s talk about the other side.

2 - The Strength of Vertical Positioning

Vertical positioning means you go deep—one industry, all in. You know the landscape, the jargon, the pain points. Your clients don’t need to explain a thing; you just get it. And that comes with some serious upsides:

  • Finding clients is a cakewalk. They cluster in industry events, forums, and associations—where you’re the go-to expert.

  • Job hoppers bring you along. When decision-makers switch companies, they don’t leave you behind.

  • Cha-ching. Niche, deep expertise commands premium pricing.

  • Built-in marketing. Trade publications, awards, and industry conferences naturally elevate your brand.

  • Reputation compounds over time. The deeper you go, the more authority you build. People don’t just want anexpert—they want the expert. And that’s you.

The Catch

Every choice comes with trade-offs. Horizontal experts work harder to find new clients because no industry “owns” them. Vertical experts are more exposed when their niche takes a hit. And let’s not forget—if you’re not careful, vertical expertise can turn into a golden cage. One industry, one way of thinking.

Let’s play this out in real life. Say you’re a marketing consultant. If you’re vertically positioned, you might be the go-to person for law firms. Clients know they can trust you because you speak their language. On the flip side, you’re in trouble if that industry takes a hit—or if you get bored talking about attorney bios for the hundredth time.

Now, let’s say you’re horizontally positioned in, say, conversion optimization. You can work with SaaS, e-commerce, healthcare, finance—you name it. The downside? You’ve got to work twice as hard to find and convert new clients because there’s no built-in community vouching for you. But if you’re strategic, your broad expertise makes you indispensable across multiple industries.

The Verdict

So, what’s it gonna be? Are you playing the horizontal field or staking your claim in one industry? Baker would tell you this isn’t a decision to put off—so stop waffling and start positioning. Your business (and your bank account) will thank you.

But here’s the real kicker: Once you choose, commit. Positioning isn’t a tagline—it’s a long game. Whether you go horizontal or vertical, own it. Market it. Sell it. The best clients don’t hire the best generalists—they hire the best specialists.

Which one are you?

The Long Reed: Deeper-Dive

David C. Baker’s The Business of Expertise is a masterclass in how to position yourself as a high-value expert—rather than just another service provider scrambling for clients.

This book is your blueprint for building an authority-driven business, covering:

  • Why positioning is everything

  • The difference between horizontal and vertical expertise

  • How to charge what you’re worth

  • What separates true experts from pretenders

Packed with no-nonsense advice, hard-earned wisdom, and a few well-placed reality checks, this book is essential reading for anyone who wants to be sought after, well-paid, and impossible to ignore.

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