Positioning, The Olympics, and Bruce Jenner

List member Daryle writes:


Hi. It occurs to me as I sit here watching the Olympics from my sofa. I cannot recall the name of any metal winner in the decathlon event in history beyond Bruce Jenner in Montreal ’76. Mostly Jenner is due to my being Canadian and was pretty much glued to the TV in ’76. I am the one informing others today of that fact, as they know Bruce as Caitlyn and have no idea as a male he won the gold.

https://en.wikipedia.org/wiki/List_of_Olympic_medalists_in_athletics_(men)#Decathlon

Take us to today, we all know the specialists in their genre. Bolt comes to mind.

https://en.wikipedia.org/wiki/List_of_Olympic_medalists_in_athletics_(men)#100_metres

If an athlete goes not specialize, they are not going to be successful on the world stage. In baseball, you play a position for life. All the best of the best become niches within niches, as seen in the development of pitchers with knuckleballs, fastballs, etc as their signature pitches. Relief pitchers never start a game.

Enough sport examples, I am beating the drum after a debate on this niche topic on a Slack channel for web designers. They were crying about being undercut by the race to the bottom in pricing.

Daryle is 100% right. Top performers specialize, and not just in athletics.

You don’t have to specialize, but if you do it makes your marketing a lot easier and more effective, and it paves the way for a more profitable business.

If you’d like to specialize, you won’t find a better book to help you figure out the process: http://thepositioningmanual.com

-P

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