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Turn a Commodity Into a Niche
The moral of all this is that many companies, particularly service and consulting type companies, struggle because they try to be all things to all people. The common thinking is that if they narrowed their potential client base then they would have less business. But it doesn’t work that way. By narrowing your client base you actually make your marketing a lot easier, which is why niches are so good for launching business. So find an industry that seems somewhat commoditized and find a way to turn it into a niche. You get the advantage of working in an established field where the business model is already well understood, but by presenting your offering in a new way, you don’t have to compete directly with all the existing industry players.
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