[3 Question Friday] Still stuck picking your vertical?

Picking a vertical isn’t just about TAM size or margins.
It’s about finding a market you want to serve so well, your competitors don’t stand a chance.

One where your insight is sharp, your intent is clear, and your offers are rooted in real care.
Most agencies skip that part. And it shows.

Here are 3 questions to help you make the right call:

1.  Which market do you actually give a damn about? And how would your strategy shift if you built a category-leading agency to serve those people?

2.  What audience do you already understand better than 95% of your competitors—and how long will you keep ignoring that unfair advantage?

3.   If you could only accept referrals from one type of client for the next year, which one would give you the highest-margin, easiest-to-close deals?

The truth is, vertical specialization only works if you pick a market you’re willing to obsess over.
That’s why I dedicated multiple chapters to it in Anyone, Not Everyone.

Start with Chapter 4 to reframe how you think about “picking a niche,” then dive into Chapters 5 and 6 for filters, scoring, and strategic validation.

Have a great weekend.

CQ

Frequently Asked Questions

Why isn't TAM size or margin enough to pick a vertical?

Because specialization only works if you're willing to obsess over the market long-term. Without real care behind it, the insight, intent, and offers that come from deep specialization never fully show up.

How do I know if I actually care enough about a market to specialize in it?

Ask which market you genuinely give a damn about, and imagine how your strategy would shift if you built a category-leading agency to serve those people. If nothing changes, the care isn't there yet.

What counts as an unfair advantage when picking a vertical?

An audience you already understand better than 95% of your competitors. If that audience exists and you're still ignoring it, that's the advantage sitting unused.

How do I test which vertical would actually be worth specializing in?

Imagine only accepting referrals from one type of client for the next year. Whichever one would give you the highest-margin, easiest-to-close deals is worth a closer look.

Where can I find a deeper framework for picking a vertical?

Chapter 4 of Anyone, Not Everyone reframes how to think about picking a niche, and Chapters 5 and 6 cover the filters, scoring, and strategic validation to test your choice.