The Who and What of Specializing

Here are two ways you can specialize your business:

1/ Who do you serve?

Do you serve businesses of all shapes and sizes?

Or a narrow market vertical?

Or something in between?

2/ What do you do?

Do you provide a broad set of services?

Or just one?

Or something in between?

Takeaway: the more specific you are on those ranges, the more specialized your firm's positioning can become.


Here's an example of soggy positioning:

I provide online marketing to businesses. 🤮


Here's an example of sharper positioning:

I specialize in helping cosmetic surgeons with their Technical SEO. 🎯


Questions to ponder:

👉 Who do we specialize in serving?

👉 What do we specialize in doing?


Have a great day!


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