Is that evidence?

Philip Morgan

While walking from the office to the coffee shop this morning, I waited at an intersection for the crosswalk light to change.While waiting, I noticed two older men waiting there with me.I went to the coffee shop, got tanked up, and walked back to the office. I needed to wait at the same intersection again, naturally.The two older men, who had not gone to the coffee shop but went on a separate errand, were waiting at the same intersection with me, again.Is this what you would call evidence of something?In Jungian psychology, that might be called a synchronicity. In various religious systems, it might be considered meaningful.But in market research, it's a co-incidence. In market research, that single data point of running into the same dudes at the same crosswalk in a small town would not qualify as evidence.Some of your decision-making about how to specialize will be based on intuition. Gut feeling. That's as it should be.But gut feeling should be balanced with evidence: something an impartial observer would say proves that there's enough demand in the market and enough interest in your value proposition for it to make sense to specialize in that way.The proof may not be absolute. After all, this is business, and business involves an element of risk, otherwise it doesn't pay very well.But you can (and should attempt to) collect a body of evidence that would convince an impartial observer that your idea about how to specialize makes sense.Specialization School helps you specialize without the risk and learning curve of extensive market research. Go to to apply.Talk to you soon,-P