I powered through this book very quickly because it was one of the most relevant and actionable books on marketing that I've read in some time.

Most marketing books that I read are filled with fluff, too much tactification, and they never get to the reality that marketing is meaningless if it doesn't lead to sales at some point. This book was focused on impact, value, and revenue.

An example of the action-orientation of this book, Dr. Weiss and Ms. Larter share the concept of the "body of work" and how each piece of content you create adds to the stack of knowledge that you use to build your brand. I've heard Dr. Weiss mention and reflect upon his body of work over the years, but the concept is really spelled out in this book, helping me gain a better understanding of the concept.

Through this concept, I recognized an opportunity to use LinkedIn more fully by applying a template that the author's share in the book where you talk about a concept you use in. your work with your clients, then you outline a few actions that folks can take to implement this concept in their own work.

The outcome becoming greater engagement and more opportunity.

I tried the idea immediately and noticed an immediate uptick in the impressions and engagement of my posts on LinkedIn. Now, the challenge is to deliver on this idea consistently to see if it is a valid addition to my content creation formula.

If you have a small business or work in professional services, this is a good that can really help you deliver on the promise of 'value-based marketing'.

Masterful Marketing is an excellent read for those new to marketing and even if more advanced. Many valuable nuggets of wisdom from these two masterful authors. I especially appreciated the focus on connecting and serving rather than pitching.