Still getting slow results? Do this.

Frustrated by the slow results after specializing in a vertical?

You might be a shallow specialist.

Shallow specialists:

• Skim the surface for quick-win clients

• Prioritize transactions

• Evangelize their expertise

Instead, be a Deep Specialist:

• Become a genuine member of the community

• Prioritize building relationships

• Evangelize a better future for the vertical

CQ

Frequently Asked Questions

What is a "shallow specialist," and why does it lead to slow results?

Someone who skims the surface for quick-win clients, prioritizes transactions, and evangelizes their own expertise rather than the vertical itself. That surface-level approach doesn't build the depth that real specialization requires.

What does it mean to "prioritize transactions" as a shallow specialist?

Focusing on closing deals quickly rather than building lasting relationships within the vertical. That transactional mindset tends to produce short-term wins without the compounding trust that deeper specialization creates.

How is a Deep Specialist different from a shallow one?

A Deep Specialist becomes a genuine member of the vertical's community, prioritizes relationships over transactions, and evangelizes a better future for the vertical itself, not just their own expertise.

Why does becoming a genuine community member matter so much for specialization?

Because it builds the kind of trust and belonging that surface-level involvement never achieves. Being seen as part of the community, not just a vendor serving it, changes how deeply that trust actually runs.

What does it mean to "evangelize a better future for the vertical" instead of your own expertise?

Focusing messaging and involvement on genuinely improving the industry being served, rather than just promoting personal or agency credentials. That shift in focus is part of what separates deep specialization from a shallow version of it.