Don't be the generalist, be the specialist.

Everybody says:

"Don't be the generalist, be the specialist. Specialists get paid a lot more than generalists."

And...there's a reason why.

Here's what my old sales manager taught me:

When you've got an expensive problem, you only have three variables to solve it:

Variable #1: Fix It Quickly

Variable #2: Fix It Right

Variable #3: Fix It Cheaply

But you only get to choose two out of the three. 

If the problem is big enough and expensive enough, most people will choose to fix it quickly and fix it right and are willing to sacrifice by spending more.

Question to ponder:

👉 What's the expensive problem we fix for our vertical buyer?