I've got some big fish, some medium-sized fish, and some little ones. When it comes to feeding time, they all get the same food.
As you can imagine, the big fish comes in and gets most of the food. She will use her weight to get all the pellets and all the smaller fish are left with the scraps.
This is what being a generalist looks like in the marketplace.
The bigger players will have been running for the longest, have a bigger budget, have a great reputation so they will win the best projects and work with the ‘best’ clients, and the rest of us are picking at the scraps.
So,we small business owners are fighting it out for the scraps.
What we want to do is be more specialist.
At the bottom of the pond I've got Stench: he's a sturgeon.
Being a sturgeon, he gets his own food because he hangs out at the bottom of the pond. His food sinks.
While all the other fish are fighting it out for the scraps, Stench has got his own food, just for him.
Specialist food, specialist fish.
Like my Stench, if you become a specialist then the food (or customers) will come to you. You’re not going to be fighting out for the scraps with everyone else.
I've helped hundreds of business owners niche down their businesses so that they are no longer competing with everyone in their industry.
They’re putting their best skillset at the front, working with specific clients that have a unique set of problems where they are the go-to for those problems.
When you’re a specialist, even if you’re not the biggest fish in the pond, you will still dominate in your area, just like Stench the sturgeon.
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