Ops Week
Monday, January 26, 2026 - Friday, January 30, 2026
11:30am - 2:00pm ET, each day
Founder, Win Without Pitching
Blair Enns
Blair is the author of three books on selling and pricing for expert advisors and practitioners, including the brand new The Four Conversations: A New Model for Selling Expertise.
A former advertising professional and consultant, Blair launched Win Without Pitching in 2002 to help creative professionals learn to win more business at higher prices without giving their services away for free in a pitch. His selling philosophy and pricing strategies resonated beyond the advertising and design professions to the point where today Win Without Pitching serves expert advisors and practitioners around the world in over a dozen professions, including finance, marketing, consulting, engineering and healthcare.
Blair co-hosts, along with David C. Baker, the popular podcast 2Bobs: Conversations on the Art of Creative Entrepreneurship.
Tuesday, January 27 | 11:30am - 2:00pm ET
Business Development: The Four Conversations: A New Model for Selling Expertise
Selling expertise is different from selling products—and treating it the same way often leads to frustration, discounting, and misalignment.
In this session, we’ll dig into Blair Enns’ latest book and framework, The Four Conversations, a practical model designed specifically for professionals who must sell their expertise before they deliver it.
As experts, strategists, and advisors, we hold two roles: doing the work and selling the work. If those roles have ever felt at odds, this session will help you bring them back into alignment. Blair introduces a clear, intuitive approach that allows you to sell the same way you practice—with confidence, integrity, and authority.
