Who Do You Serve?

You cannot be all things to all people.  Your business cannot be all things to all consumers.

A company open for business to everyone, who says “yes” to all requests quickly loses:

  1. Time
  2. Focus
  3. Vision
  4. Clarity
  5. Passion

When you are busy trying to keep everyone happy, you don’t have time to focus on the customers you really want to serve; the customers you connect with, the customers that speak your language.  Vision, purpose and passion fade.  And in the end, companies that try to please everyone, that try to serve everyone, end up wowing no-one.

It takes courage to find a lane, to clearly define who you are here to serve.  It takes time to craft a finely honed message and product that speaks to a defined market instead of a generic, ambiguous message meant to attract a wide, non-descript market.  One problem with generic messages targeted to a wide, undefined market is that there are so many of those out there, yours will simply get lost in the crowd.

When you try and serve everyone, none of your customers get the best of you.

What is the best of you?  Define that and then find the customers who want that. You will both be better served in the end.

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