I’ve had a similar conversation at least twice this week.

Sometimes it can be a tough decision to ‘let business go’ and decide to only work with a particular group of people, a certain segment or area of expertise but it pays dividends in the end – your time, effort and resources are much more focused.

It’s the difference between a wide-ranging shotgun approach trying to find as many people as possible and a more targetted rifle approach aimed at a smaller area … easier to hit.

I have been saying this from the turn of the year with the explanation:
“If you can define the people that dislike you then it is far easier to define the people that like you and you can spend your time getting to know them thus gaining advocates friends and of course business”

The Marmite ads are great and so is the analogy but I do have to say I dislike Marmite but love there ads.

Great post as usual Richard and hope to catch up when I finally do move down south

Spot on.

This is also about letting the essence of you and your business out.

No- Bull!

P.S. Have you tried the Guinness flavoured Marmite?

Love the analogy with Marmite. Unless you are massive you need to find points of differentiation – these could be issues in your field that you are passionate about (this passion will show through).

Be different – not necessarily better – although both is good!

M

PS love Marmite as well