Sell Naked is a must read for anyone in a services firm

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Ryan Frederick’s latest book has just been released, Sell Naked: And Other Advice for Growing and Managing Services Firm. This book is full of practical advice and tips Ryan learned through many years of experience leading services firms.

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Sell Naked: And Other Advice for growing and manageing a services firm

Starting a services firm is easy. Growing and sustaining a services firm is hard. In this book, Ryan writes about the key aspects for successfully managing and growing a services firm.

Professional services make up 13% of the U.S. GDP, and yet, many services firms fail to grow to fulfill their potential because of a lack of understanding about what makes a services firm work well and the differences between services firms and product companies.

Building and running a successful services firm requires business acumen coupled with skilled craftmanship. Finding the balance between the two can be a challenge. Many craftspeople start out wanting to ply their craft in their own firm but then realize they have to make the transition from craftsperson to businessperson if they want their firm to grow and thrive beyond their own efforts.

Ryan Frederick wrote The Founder’s Manual and now Sell Naked to share what he has learned helping to start and lead companies. Ryan has been an integral part of growing companies from inception, to viability, through to sustainability. He is now a Principal at AWH, a digital product, and data consulting firm. Ryan speaks often on being a founder, building transformative digital products, and creating and growing successful services firms.

Sell Naked is divided into 8 parts; The importance of marketing, sales is different in services firms, operations, client relations, to grow or not to grow, why the team matters so much, leadership and final thoughts. Building a services firm requires you to adopt a different strategy than you would when building a product firm and Ryan walks you through exactly what that looks like. Each of these parts provide insights, advice, and guidance on building and running a services firm. Ryan covers topics such as validation marketing and what it means to sell naked. He guides you through the strategies he has used to grow a services firm and the top reasons why your firm might be struggling to grow. He delves into the operational side of running a services firm and covers topics like juggling billable vs non-billable hours and the delicate balance of cash flow. This leads to understanding your client relations, and topics such as client diversity, NDAs, and being willing to walk away. He writes avidly about the importance of the team and becoming stewards of the firm with a focus on leadership.

Sell Naked is for anyone starting or seeking to grow a services firm. The book is available on Amazon ( or through the publisher’s site (

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Ryan Frederick
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since: 08/2020
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