What Business Are You In?

People respect expertise and authority. That's why focusing in on one or two areas of expertise generates respect from the market. When you are known as an expert, people are more likely to do business with you. When you tell people "we do it all," you are perceived as jack-of-all-trades-and- master-of-none.

What business are you in? The answer to this question could be more complicated than you think. Before jumping in with canned answers like mortgage brokers, home remodeling, or IT consulting, let me remind you that when you help people put you in a predefined box, they will judge you too quickly and dismiss you as just another "this" or "that."

If they do consider you, they will compare you with other businesses. And when the difference between you and other businesses like yours is not clear, they will resort to the only differentiator they know: PRICE.