SynaxisWorks on Specialization

I stumbled across the Synaxis Speaks blog the other day that I've been meaning to mention. I don't read too many marketing blogs, but this one is just a great read. Here is a teaser from Paul Welty:

Writer: So, we need to nail down your specialty so we can communicate about it.

Owner: What, just one thing?

Writer: Well, maybe 2. But, no more.

Owner: Won’t we limit the number of customers who will use us if we limit it?

Writer: No. It will increase because those who want exactly what you do will go to you first.

Owner: I don’t buy it. If we have to say we specialize, then say we specialize in everything!


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