Hey everyone, today I'm joined by Alex James — and this is a return visit.

Alex is a positioning strategist who works with B2B agencies and founders to help them develop a clear, differentiated perspective that goes beyond just niching down. His core belief: your perspective is your product.

I brought Alex back because the conversation we had last time sparked a ton of response, and I wanted to go deeper on something that's becoming urgent in 2026: AI is making "good enough" output the default, which means a niche alone won't protect you anymore. Alex has a strong take on what does.

In this episode, we discuss:

Why a niche is now the floor, not the differentiator
How to enroll your market in a new way of thinking about your category
What it looks like when perspective is baked into the DNA of an agency
And more...

You can learn more about Alex James on LinkedIn or at MinimalistMarketing.co.

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We have weekly blog content with practical advice to help you advance your agency.

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And if you're ready for 1-on-1 help to create some mind-blowing offers for your agency, visit DynamicAgencyOS.com to schedule a free consultation. Running an agency is tough, but you don't need to go it alone.