Double-unicorn founder (WP Engine and A Smart Bear), Jason Cohen, joined me on Ditching Hourly to talk about the ideas behind his new book, Hidden Multipliers.
We talked about using AI as a facilitator rather than an answer machine, choosing ideal customers, differentiating a consulting business, how AI is changing SaaS and software work, and why writing can help you think in public.
Chapters
- 00:00 - Introduction
- 01:56 - AI Skills as Facilitators
- 04:16 - Choosing Your Best Customers
- 09:42 - Building Strategy Around Yourself
- 13:40 - Defining a Market
- 22:29 - Problems, Alternatives, and Categories
- 27:00 - Differentiating Consulting Services
- 33:58 - The Fear of Closing Doors
- 38:02 - Who Hidden Multipliers Is For
- 41:14 - AI and the Future of SaaS
- 49:33 - Why Expertise Still Matters
- 53:24 - Distribution and Fast Followers
- 59:13 - Worldview as Differentiation
- 61:03 - Writing to Think
- 68:28 - Where to Find Jason
Jason’s Links
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Do you know you need to niche down, but keep hesitating because you're afraid of picking the wrong niche, cutting off good opportunities, or boxing yourself in?
You DON'T need more convincing that vague positioning is a problem.
You DO need a way to make positioning feel less risky so you can finally choose a direction, test it in the market, and adjust without blowing up your business.
On Tuesday, September 8th, 2026, at noon Eastern Time, I'm running a live workshop called Positioning For Soloists Having A Hard Time Niching Down.
That's what we'll tackle in this workshop.
It's the second session of my Fall 2026 Soloist Growth Workshop series for expertise-based business owners just like you.
Live attendance is limited to 20, so don't wait.
Learn more at: https://jonathanstark.com/sgs
Enroll in Positioning For Soloists now »
Hope to see you live in Zoom on Tuesday.
