List member Daryle sent me this picture that illustrates it perfectly:
If you’re a generalist, your value proposition looks something like the following:
- Full stack developer
- I can write a great website for you and build it in Squarespace and do some custom photography for you too
- Marketing consultant for small businesses
I work with a lot of people in some sort of generalist situation, and if their risk tolerance is low or they don’t have the time to do deep market research, I recommend one simple change.
Add a focus on a market vertical or audience.
That’s it! That’s what the store above has done. They provide food, beauty supplies, and lots of other “general store” types of offers for a specific audience.
Can anyone walk in off the street and buy from this store, even if the customer is not African?
Sure! And you can continue to provide your services to anyone who comes your way.
But if you really follow through on your narrowed market focus, over time you’ll become more valuable to clients within your area of focus because you’ll learn their business better and you’ll learn how to lower risk and deliver better results for clients like them. You’ll have a shorter learning curve each time you work with that kind of client. Over time the strength that comes from your focus will become obvious when you show them your body of work or they get a referral from someone else in the same market vertical or audience, and they’ll trust you more readily because of your specialist status.
All this with one simple change to your stated positioning! One choice combined with time and followthrough.
This quick chat with Connie Holen really shows how that actually works:
Talk to you soon,