Jon Bartos and Tony Santiago break down why true growth comes from mastering a niche and how doubling down on specialization can set you apart in any market. They dive into the power of market expertise, the competitive edge of investing in technology, the importance of financial discipline, and why your people are your greatest asset when navigating shifting economic conditions.

Mentioned in this episode:

Episode 1.02: The importance of market mastery vs being a generalist in Vitamins or Aspirin? With Jeff Kaye

About

For nearly 40 years, Tony Santiago has been at the forefront of building and transforming corporate tax leadership. As founder and president of TaxSearch, TaxForce, and TaxTalent, he helps global companies solve their most critical tax talent challenges — from executive search and interim staffing to career development and industry insights. His practice centers on filling Chief Tax Officer and Head of Tax roles, where he serves as a global super-connector between senior tax and finance executives. Along the way, Tony has pioneered several firsts for the profession:

· Launching the first on-demand global tax consulting firm (TaxForce)

· Developing the first online tax career and leadership portal (TaxTalent)

· Creating the first predictive workforce analytics and trend forecasting for the tax profession

Also a contributing author to TaxNotes’ TaxPulse column, Tony shares data-driven insights on the trends shaping tax leadership worldwide. His mission: To optimize tax careers and corporate tax departments by delivering relevant, accurate, and timely solutions.

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Check out the TaxSearch website

About Jon Bartos

"Starting my own search firm in 1999 was both the most challenging and rewarding decision of my career. It gave me the freedom to build a business on my own terms, while still being present for my family, a balance that changed my life.

Today, as CEO of Dimensional Search, I’m proud to lead a platform that empowers entrepreneurs to experience that same freedom and success. With global resources, proven systems, and a network of like-minded owners, we provide the support you need to build, grow, and scale a thriving search firm."

— Jon Bartos, Chief Executive Officer, Dimensional Search
Chief Investment Officer, Starfish Partners
Senior Partner, Sanford Rose Associates
Senior Partner, Next Level Exchange

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