First, dominate a specific niche

“The most successful companies make the core progression—to first dominate a specific niche and then scale to adjacent markets.”

― Peter Thiel, Zero to One

For most, dedicating their business to dominating a singular niche is excruciatingly hard.

The arguments for diversifying are real:

• Bigger net = more fish

• Diversify market risk in a down economy

• Hedge to avoid all-or-nothing type success

For many businesses, a diverse set of clients, due to a lack of focus, starts to work against them. 

• Acquiring new customers becomes unprofitable

• Keeping customers happy becomes impossible

• Launching new products and features slows down to a crawl 

All of which keeps them from realizing their brand’s true potential and getting to the next level.

Sound familiar?

Questions to ponder:

• How has my current client mix prevented me from realizing my brand's true potential?

• What changes do I want to make in 2023 to focus more on my best-fit customers?