[3 Prompt Friday] Still selling “everything to everyone”?

Being a founder-led generalist isn’t a strategy to scale. It’s a way to stay small. And it’s costing you real money.

The question isn’t “Should we niche?”

It’s “Why haven’t we done it already?”

Here are 3 questions to help you unpack that this week:

1. Look at your last 10 client wins—how many were from the same vertical? And if the answer is 3 or fewer, what’s stopping you from owning the one that shows the most momentum?

2. If you removed your logo from your website, would anyone in your target market still know it’s you—or would it sound like any other “full-service agency”?

3. What’s one industry, trade, or customer type your team already understands better than 95% of your competitors—and how could you start doubling down there this month?

Want help figuring out your vertical and making the leap without killing your cash flow?

That’s literally what I do.

(Also: Chapters 3 and 5 in Anyone, Not Everyone walk you through the exact process.)

Let me know what clicked.

Have a great weekend!

CQ

P.S. Want to go deeper? I’m giving away the Anyone, Not Everyone audiobook—completely free. It’s me reading it, so it’ll feel like we’re having a 1:1 strategy session. You’ll also get access to the bonus companion workbook and plug-and-play templates. No strings, just results. Grab it here: AnyoneNotEveryone.com/audio

Frequently Asked Questions

Why is being a founder-led generalist a problem if the agency is already winning clients?

Because it caps how far the agency can grow. Wins that depend on the founder's connections or a broad "full-service" pitch don't compound the same way specialization does, and they keep growth tied to one person.

How do I check if my agency is already leaning toward a vertical without realizing it?

Look at your last 10 client wins. If 3 or fewer came from the same vertical, there's likely already momentum toward one, and the question is what's stopping you from owning it.

How do I know if my positioning is actually generic?

Imagine removing your logo from your website. If your target market couldn't tell it's you, and it reads like any other full-service agency, that's a sign your positioning isn't specific enough yet.

What's an unfair advantage I might already have without using it?

An industry, trade, or customer type your team already understands better than 95% of your competitors. That's worth doubling down on this month instead of staying spread across everything.

Where can I find the process for making the leap into a vertical?

Chapters 3 and 5 of Anyone, Not Everyone walk through the exact process, and the free audiobook includes a companion workbook and templates to work through it.