In this episode of The Beacon Way Podcast, Alex Smith, Strategy Consultant and Author of "No Bullsh*t Strategy", explains why most businesses lack real strategy, confusing it with sub-strategies like marketing or branding, and argues the core question is what the business does that is both highly demanded and uniquely positioned.

He distinguishes freelancing from building a growth-oriented business, noting many hit plateaus and mistakenly pursue optimization—trying to be “better”—which commoditizes them.

Instead, strategy is finding a “needle in a haystack”: something no one else sells that people want. Alex advises grounding the business in a clear, understood category, then uncovering existing accidental quirks that drive success (“find out who you are and do it on purpose”). He reframes “niching down” as being specific without shrinking the market, discusses hyper-competition and AI’s impact on therapy, and shares a method for creating new value by sacrificing an assumed “good” industry norm and serving those who benefit from that reversal.

Links mentioned in today's episode:
Website: https://basicarts.org/
No Bullsh*t Strategy book: https://basicarts.org/book/

Connect with Alex on Linkedin: https://www.linkedin.com/in/alex-m-h-smith/

Chapters:
00:00 Meet Alex and His Book
01:12 Why Most Businesses Lack Strategy
03:14 Freelancer vs Real Business
05:49 The Optimization Trap
08:38 Find Unique High Demand
10:16 Start With Category Grounding
14:08 Do It On Purpose
17:25 Niche Down vs Specificity
17:57 Hyper Competition and Value
29:10 Flip the Status Quo
31:49 Sacrifice to Differentiate
35:36 Where to Find Alex

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