The Book
The Unfair Share
How Local Professionals Become #1 and
Attract Most of the Best Clients
Publishing March 2026
Why this book?
Local markets aren’t fair. They’re Gravitational.
If you’re like most local professionals I meet, you’ve earned your reputation. You’ve built a team you care about. Clients trust your expertise. You’ve done your share of marketing. Yet the results still don’t match the effort.
Some weeks the phone rings off the hook. Other weeks, silence. Meanwhile, a few competitors seem to be everywhere, winning the clients you should be working with.
This book is my answer to a question I hear all the time:
What are they doing that you’re not?
Here’s the pattern I’ve seen for two decades…
local markets quietly concentrate around a small handful of professionals. One of them tends to become the obvious choice. Not because they’re the only good one, but because they’ve built what I call Gravity, the market force that draws the Best Clients to them.
That’s what The Unfair Share is about.
It’s a practical guide to becoming THE Professional of Choice, without shouting, discounting, or burning out. It shows how to build Gravity on purpose by aligning Strategy, Funnel, and Traffic, then evolving what works using data-led optimisation and smart innovation. This is the thinking behind GravityScore, the Gravity Engine, and the way we help local professionals earn market leadership.
If you’re doing great work but still feel invisible, this book will show you what to change first.
What this book will show you
Most marketing advice focuses on tactics. This book focuses on the forces underneath the tactics, the things that determine who gets chosen in a local market.
Inside, you’ll learn how to:
- See why a few professionals get the Unfair Share while others stay stuck competing on price.
- Build real Gravity so you get chosen for the work you do best, by the clients you actually want.
- Align Strategy, Funnel, and Traffic so your marketing stops feeling random and starts compounding.
- Turn “being found” into “being chosen” with proof, positioning, and a clear invite.
- Evolve without tunnel vision by optimising what works and running smart, bounded experiments that protect long-term leadership.
How this fits with GravityScore
The book explains why market leadership works the way it does.
GravityScore shows you exactly what’s happening in your business, and what to do next.
The Unfair Share lays out the principles behind becoming THE Professional of Choice. GravityScore turns those principles into a practical diagnostic across Strategy, Funnel, and Traffic. So you can see what’s working, what’s leaking, and what to fix first.
If you want a fast starting point, you can begin with a GravityScore Snapshot. It’s a free version you can do right now, and it will immediately show you a few of the biggest opportunities.
The book gives you the framework.
GravityScore gives you the starting point.
From the book
A short excerpt from The Unfair Share.
Most professionals don’t have a marketing problem. They have a sameness problem…
Most local professionals don’t know what they don’t know about marketing, so they judge what they can see: a cleaner homepage, a brighter ad, a dashboard full of clicks. They’re easy to approve, and easy to show your team.
When results don’t show up, the usual usual advice does: Do more. Post more. Spend more. Redesign. Rebrand. Try a shinier ad. It feels responsible because you’re taking action. But “more” isn’t a plan. It’s motion pretending to be a plan.
Without Strategy, messages slide to the safest, most common claims. Every counsellor “cares.” Every accountant is “trusted.” Every bookkeeper is “reliable and accurate.” Same tune, different font. That doesn’t create leaders. It creates choice blur. Buyers can’t tell the difference, so they delay, price-shop, or keep scrolling.
from Chapter 1: The Hamster Wheel Trap
Ready for the shortest path to clarity?
Start with a GravityScore Snapshot. It’s the free, fast version you can do right now to see where your biggest opportunities are.