Are You One of Us?

Deep Specialists don't just work within a vertical market; they adopt it as their own.

They don't just serve plumbers; they have become a part of the plumbing industry. 

They fight for positive change in the industry.

They join industry-specific associations.

They take part in industry events. 

They even serve on committees.

They're one of us.

Frequently Asked Questions

What's the difference between serving a vertical and becoming part of it?

Serving means providing a service to an industry from the outside. Becoming part of it means genuinely joining that world, through associations, events, and committees, until the industry sees you as one of its own, not just a vendor to it.

Why does fighting for positive change in the industry matter?

Because it goes beyond delivering a service to actually caring about the industry's outcomes. That level of investment is what separates a true insider from an outside provider just doing business with it.

What does joining industry-specific associations actually accomplish?

It puts an agency directly inside the community it serves, rather than adjacent to it. That presence builds the kind of belonging that positions an agency as truly part of the industry, not just a supplier to it.

Why does serving on committees matter for this kind of specialization?

Because it demonstrates real involvement in shaping the industry's direction, not just participating from the sidelines. That level of engagement is what makes an agency feel like a genuine member of the industry rather than an outsider.

What's the core idea behind "they're one of us"?

That true Deep Specialization means an agency becomes indistinguishable from the industry it serves, through genuine involvement, not just delivering good work to plumbers, becoming part of the plumbing industry itself.