I recently test-drove a Lexus CT 200h and I hated it.

Well, hate is probably too strong a word for what I felt, but I really was turned off by the car.

I wanted to like it! The salesman said it’s built on the Prius platform: same chassis, same drivetrain, different body, different interior, and probably a different suspension tuning. Seems like it should have felt good but…

The whole thing felt too heavy, too mushy, and out of balance.

As I’ve been asked more and more to teach groups about positioning, one of the points I make early on is that developing a narrow market position is a way to increase the value you deliver to clients.

The increased value is the thing that increases the demand for your services and allows you to justify premium rates.

Simply narrowing your focus arbitrarily and hoping for better rates is as out of balance as the Lexus CT 200h.

Instead, you have to narrow your focus to things that your clients really value. If you know what that is and there’s some overlap with your skills, great! Go for it! If you need help figuring out what that is, my book on positioning will help:

Talk to you soon,

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