It’s time to clear out my backlog of list member-submitted specialization examples.We shoot bottles. Stephen Lewis sent this one in. Thanks, Stephen!It’s a photography studio that has created a productized service focused on bottles. Booze, cleaning products, and sugar-water, among other things you might have in a bottle of some kind.I’m not sure this business is a going concern as their website has a few dead links, but it’s a nice example of several things:
- Specialization. There’s just no question who this company’s services are for and what they accomplish. It’s all very clear and obvious.
- Microsite-as-brand. The site uses a memorable 3-word domain name, and the microsite does it all: describes who the services are for, describes what you get when you engage with them, shows a portfolio of work and thereby creates a feeling, and describes the next step a prospective client would need to take.
- “Lobster trap”. Way at the end of the (horizontal) scroll on this site is a link to another site the same studio has published. That site is not currently available, but it appears to be a similar microsite but focused on product photography for cans rather than bottles. The domain name weshootcans.com resolves to that site, but again, it’s down at the moment. I’ve heard this multiple-microsite-approach referred to as setting out “lobster traps”. There are situations where this makes sense, and I think this is one of those. Photography writ large is not a legit specialization, but product photography does have some specialized requirements, both in terms of equipment and skill, but also in terms of the expertise of making an inanimate object into something that feels alive, or sexy, or something special.
Jim Thornton sent this one, which is sort of equivalent to a platform specialization in that it’s focused on exercise but using hula hoops. Thanks for this, Jim!William Cobb sent this one, which is a company that manufactures and sells tops. You know, those things you spin with your fingers and then they spin for a while on their own? The cheapest one in this store is $34 (aluminum) and the most expensive one is $195 (tungsten). My friend Jonathan Stark is often talking about price as the differentiator-of-last-resort, so if the idea of a $195 top baffles or outrages you, then join Jonathan’s email list to understand why some people would gladly pay for a $195 top.Speaking of Jonathan, he sent me this specialization example, for the Zoological Lighting Institute, which “advocates and sustains scientific photobiology research for wildlife conservation and improved animal care. By coining and pursuing a concept of ‘PhotoDiversity’, linking the enormous variation in natural light quality to biodiversity as well as the social and cultural diversity necessary to pursue science, The Zoological Lighting Institute is committed to advancing public health, safety and welfare around the globe.” Notice how their specialization seems to have positioning them such that they can create new terminology, which is a powerful position to be in.Zaid sent this one over, which is a really interesting personal brand for this guy who focuses on helping lawyers with depression.Antonis pointed me to this company, which focused on logistics specifically for beverages. Interesting!Thanks to all who contributed these interesting examples!-P