Committing to a narrow, specialized positioning for your business is an inherently scary proposition. But what's the alternative, being a jack of all trades whose offering is undifferentiated from anyone else? I recently had a meeting with a client contemplating taking a leap of faith to go from their self-admitted fly-by-the-seat-of-your-pants approach to business development to a refined, clearly defined positioning in the marketplace and its attendant strategy and tactics.
This rare kind of client had enough self-awareness to realize that the only barrier to making the switch was themselves. All that is required on their part is a commitment to the daily discipline of doing the deep introspective work that will take them to new heights.
It doesn't mean they have to abandon what currently works for them in the way they get work and execute it. They can keep on doing business as usual while they build the confidence to start publicly promoting their business in novel ways, try new things and see what sticks.
Committing to change does not equate throwing the baby with the bathwater, but doing nothing means that the competition will likely drown the figurative baby in its own bathwater.
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