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Specialization
2:25 with Paul BoagIt might feel counter-intuitive, but specializing your business can allow you to dedicate your finite resources to your audience.
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Now at first glance this may appear counterintuitive,
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because effectively what you're doing is you're narrowing
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the number of people that you can potentially get business from.
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By specializing you're saying, "I'm not doing this," or "I'm not doing that."
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That's a weird thing to do, isn't it?
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It will make you feel very strange, but there is a reason for it.
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At the end of the day, when it comes to marketing and sales
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you've got finite resources, and so you need to focus
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