What Happened When One Agency Focused on One Vertical

Most agencies try to serve everyone.

Big mistake.

Here's what I learned scaling an agency to $150M: 

The riches are in the niches.

Here's why ⬇️

1. As generalists, we:

• Fought for every deal

• Competed on price

• Had thin margins

1. Then we focused on personal injury attorneys.

People said we were limiting ourselves.

They were wrong.

1. Results after specializing:

• Revenue grew 7X

• Industry-leading retention

• Sales team grew from 6 to 100

• Built a $150M business

1. The Deep Specialization™ framework:

• Pick ONE vertical

• Become the expert 

• Build systems

• Scale with confidence

The truth?

Going narrow is the fastest path to growing big.

Want to escape founder-led sales and scale your agency in 2025?

I've packaged everything I learned about becoming the go-to vertical specialist agency into a proven program that works.

The Deep Specialization Accelerator helps agency founders:

• Choose the perfect vertical

• Build trust and authority

• Create predictable growth

• Scale beyond founder dependence

Ready to transform your agency?

Grab some time here.

Frequently Asked Questions

What did operating as a generalist actually look like before specializing?

Fighting for every deal, competing on price, and working with thin margins. Serving everyone meant nothing distinguished the agency enough to avoid constant price comparison.

What happened after the focus narrowed to personal injury attorneys?

People said it was limiting, but the results said otherwise. Revenue grew 7x, retention became industry-leading, and the sales team grew from 6 to 100, eventually building a $150M business.

What does the Deep Specialization framework actually involve?

Picking one vertical, becoming the expert in it, building systems around that expertise, and scaling with the confidence that comes from real depth instead of spreading across many markets.

Why is going narrow described as the fastest path to growing big?

Because focus is what allowed pricing power, retention, and team growth to compound. Trying to serve everyone kept margins thin and growth slow, while narrowing the focus is what actually unlocked scale.

What does the Deep Specialization Accelerator help agency founders do?

Choose the right vertical, build trust and authority within it, create predictable growth, and scale beyond dependence on the founder for every deal.