Specialization as “localization”

List member Anthony English sent in this great example of “localization” as a form of specialization: https://www.myweddingweather.com.au/Some context for you…Localization is the process of adapting software (or books, etc) for other locales or markets. It’s often the task of translating the user interface language to other languages, but there could be other changes involved.In The Positioning Manual for Technical Firms, I address how one very useful form of specialization is to focus on a target market vertical or audience and provide them with “localized” versions of standard stuff.That’s kind of what https://www.nerdfitness.com/ and https://www.fitfatherproject.com/ are doing. Yes, I’m sure they’ve put their own unique spin on the fitness information they provide to nerds and busy fathers, but I’d bet 80% of the information they provide is standard time-tested fitness motivation and information.That’s what I mean when I talk about specialization as localization. You’re adapting something standard to fit the needs of your target market. That is itself a form of customization, but you’re not inventing the stuff you’re customizing it. You’re simply caring deeply enough about your target market’s needs (my friend and colleague Jonathan Stark calls this empathy) to do the localization work for them so they don’t have to. That’s one of the ways you add value as a specialist.Back to https://www.myweddingweather.com.au/. If you look at their FAQ page (https://www.myweddingweather.com.au/why-use-us.html) it has one question on it. Why us?Why indeed? They charge $29 and up for something you can get for free elsewhere!Or can you?In their answer to the Why us? question, they’re basically saying “we have access to lots of weather data and we’re experts at interpreting it”.It’s sort of like a variation of the following:

  • “Anybody can go to Google Finance and look up stock prices; we can tell you where to invest your money and actually get a return.”
  • “Anybody can look at the documentation for AWS; we can tell you how to configure things so that you won’t overcharge yourself with a crappy configuration.”
  • “Anybody can look at the IRS rules on ___________; we have experience dealing with the gray areas created by those seemingly straightforward rules with companies like yours.”
  • “Anybody could wire up some IoT sensors to a back end; we have experience helping companies like yours extract meaningful, actionable business insight from that ocean of data.”

Invention is often the apex of the value pyramid because you’re producing something of unique value, but there’s lots of value to be created by “localizing” for a specific target vertical or audience.-PP.S. Know a self-employed software developer who might benefit from specialization? Send ’em this free gift! Details here –> https://philipmorganconsulting.com/referrals/