It is possible to specialize without specializing.
To do this, you have to build up a big headcount. You specialize in being big.
I’ll lean into the generalization that bigness is correlated with fragility. And that the coronavirus pandemic is our time’s great exposer of fragility. A stress test for resilience and litmus test for the essential-ness of sources of value.
I once read that part of the reason it’s so dangerous to walk along active train tracks is because the size of a train creates a sort of optical illusion where it appears to be moving slower than it really is, and so a fast-moving train can literally sneak up on you. (source: https://theonlinephotographer.typepad.com/the_online_photographer/2015/09/a-plea-to-photography-teachers.html)
A colleague who advises small firms told me that among his clients, the pandemic pain is distributed unevenly. The big generalists are getting more of it.
At the same time, some very big companies that seem to have built resilience into their businesses are creating exceptional value right now. Going alphabetically, I’d start with Amazon.
Pandemic or not, I really like small businesses.
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If one of the following two things is true, I’d like to offer you a free 1h phone or video call consultation on your business strategy, primarily on the specialization and lead generation parts of that strategy:
- You’ve lost your job and have said some version of “screw it, I’m going indie” to yourself.
- You’re a self-employed generalist, have lost revenue as a result of the coronavirus, and have said some version of “screw it, I’m going to specialize now” to yourself
In other words, the fallout from the coronavirus pandemic has triggered something that was latent in you, and now you’re ready to start down the risky road of the indie self-made expert because you’ve realized it’s not actually more risky than what you were doing.
If that’s true, I’d like to help you either make a plan, or I’d like to serve as a sounding board for your thinking.
I have limited time to do this because I’m busy building workshop content for upcoming workshops, getting the update to The Positioning Manual finished, and so on. So I’ll offer 2 such calls per week for the next few weeks, and then re-assess.
If you’ve lost your job or revenue and want to specialize and want my brain in the mix on that, hit reply and we’ll set up a time to talk for no cost to you.
Keep building; keep investing y’all,