As Creatives, making the choice to specialize rather than generalize can be a hard decision to make at first. We constantly have ideas that we want to bring to life and business ventures that we want to start now. However, if we try to do it all and cater to all at once we end up being a jack of all trades but a master of none. Not to say we won’t be good at anything we do, but we do not position ourselves as The Professional for any particular area.
The Known Expert is the one that people know to call on when they need a particular service completed, information on what product is best, or what should be done next. The expert’s main focus and the premise of their business is built around one particular thing. When you specialize, you become The Reliable Resource for your customer’s needs. There are a variety of options but, if you are seen as the Expert, you will be set apart from the competition and become the most likely option.
You could choose to generalize, but how many other businesses out there are offering the same thing?
Specializing is focusing on one specific area in any given industry. If you specialize, you greatly reduce the competition or eliminate it all together. This puts you in the position to set the standards in operations and price points.
You can always expand your specialization as your industry evolves, and it’s okay to be educated in other areas, but when you focus most of your time and energy in one specific area your skills and knowledge increase faster and you become a more valuable source. Customers know that you know what you are talking about because that’s all you talk about, that’s what you went to school for and trained for, and your portfolio is full of proof.
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stephanie@smaysdesigns.com
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