If you’re selling your expertise, you better have a damn good reason why someone should choose you over anyone else.
The best way to do that is to have rare skills and experiences. A speciality.
And yet, so many people are terrified of picking something small and specific to be excellent at. They want to do all the things for all people because it feels safer.
But when it comes down to it, the more alternative options there are, the harder you’ll have to work to find, win, and keep clients.
Find expertise that makes you rare and you’ll understand what real leverage is.
Think small and specific.
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