Why "tech agency" is the kiss of death in 2025

Last week, an agency owner proudly told me, "We specialize in the technology industry." 

I had to bite my tongue. Because that "specialty" is about as specialized as being a "food expert" instead of a French pastry chef.

Let me explain.

🔥 Trust Is Earned In The Details

Think about the last time you needed a doctor. Did you look for a "medical expert" or a specialist who treated your specific condition? 

It's no different in technology. A FinTech CEO losing sleep over compliance regulations has nothing in common with an EdTech founder struggling with student engagement. Yet countless agencies try speaking to both - and end up truly connecting with neither.

🔥 The Hidden Networking Trap

Here's what most agency owners don't realize: EdTech CEOs don't hang out at FinTech conferences. They don't read the same publications. They're not part of the same online groups.

When you try serving everyone in "tech," you miss the natural word-of-mouth that drives real growth. While you're spreading yourself thin, your competitors are becoming THE recognized experts in specific verticals like cybersecurity or learning management systems.

🔥 The Good News

You don't have to keep struggling with this. The solution is simpler than you might think. Look at your current client list. Where are you already getting the best results? Which vertical do you genuinely enjoy serving?

Pick one. Go deep. Build genuine expertise.

Because here's the truth: The riches aren't in "technology." They're in the niches.

Take action now. Look at your client list. Pick your most promising vertical. And start owning it.

Your future clients will thank you.

CQ

PS: What's been your experience with specialization? Too narrow, too broad, or just right? I'd love to hear your thoughts.