(BTW, she’s not just any designer, but one who has a very narrow focus on using evidence-based design to help independent medical practitioner-owners make their business better.)
When we lived in Portland, OR, we got this super sweet custom-made sofa with a double-wide chaise (cause we like to cuddle on it while watching movies).
Cheryl told me that at full retail, the sofa would probably sell for $7,000, so we started calling it The Seven Thousand Dollar Sofa. When we moved to California we moved into a smaller space. It’s what you do when you move into one of the most expensive real estate markets in the country…
Naturally, The Seven Thousand Dollar Sofa–which is very large–didn’t fit into our small house so well anymore. We tried to make it fit by angling it, but really it needed to go.
We downsized to a smaller sofa that was a much better fit for the room.
If you narrow your market position in order to attract better clients who value your expertise more, you’ll go through a similar transition, specifically with your portfolio of previous work.
You will need to downsize your portfolio or list of case studies and ditch items that don’t fit your new focus. This doesn’t always feel good.
Sometimes it feels like giving up something very valuable and difficult to replace, like The Seven Thousand Dollar Sofa.
And truth be told, relevant case studies are very valuable, and they’re not always easy to replace.
If you’re in that situation, I have a few resources that may help:
- A list of questions to ask your client before writing a case study: https://docs.google.com/document/d/1OZ0PNFZ9MskQYMrMwTUlU6Cg-ZSmzb43gxXbHFZUckY/
- A list of good case study examples: https://docs.google.com/document/d/1k_F5LEwOHX7UgJY5jIYbpF3WspdeOejh2Ql4Tu06GjU/
If you need a resource to help you narrow down your focus in a profitable way, there’s: http://thepositioningmanual.com
Talk to you soon,