Be specific and be special. Be the one that matters.

Being specific means setting boundaries between ‘DO’ and ‘DO NOT’.

It’s to claim that you are not everything for everyone, but something for someone.

You are selective.

You don’t attend to all customer needs, only to some customer needs; you don’t claim expertise on everything, only on something; and you don’t show up everywhere anytime, only at the right place right time.

Through your NO, people get to know your YES.

They know you don’t serve everyone, but those who are most delighted by what you do. These are the people who care enough that they would pay attention to what you say, appreciate what you do, and buy what you sell. They are the ones who will miss you if you’re gone.

They know that you don’t solve all problems, but the one that matters to those you care about. You don’t beat around the bush. You pick your battles.

That’s when they figure out you may not be the best of everything, but the best of something.

Your NO defines your YES.

It sets the boundary between your IN and your OUT. Your OUT (the world) is immense, yet you can only take that much in. And the IN – the part of the world you take in – defines who you are, whom you serve, what you do, and how you do it. Get this perspective right, you can then become special enough to matter to someone.

Here we have to make it clear that being special does not mean being small. It only means that businesses have a clear boundary between the IN and OUT.

If they don’t have it, things can become worrisome. They may confuse the OUT with their IN, thinking they can expand into infinity. Along that path, they lose their edge/identity and turn themselves into generalists.

Generalists see no boundaries. They see costs and profits – the major parameters they use to pivot their businesses. That single-mindedness transforms the whole system into a giant assembly line along which standardized products and services are mass-produced. We call these products and services commodities.  

Commodities are scalable and cheap to make. Yet competing on commodities is not a game for everyone. It’s a race to the bottom for many.

The way out? Be niche-focused and be intense.  

Always keep in mind that the world is big. No one can have it all. No single business can dominate and cover the entire needs of mankind.

Sure businesses can believe that they can, thinking they are destined for infinity. But when they spread too thin, they will leave holes out there for someone else to catch up. The bigger the spread, the wider the holes.

It’s always good to remember that the world is forever rich and dynamic. It calls for diversified business solutions with unique angles and specific edges.

After all, a business can only care that much and do that much. Be specific and be special. Be the one that matters.