Photo by Aleksandar Pasaric

by Kevin Elliott

Most new business owners are desperate for clients and work. They think being a “one-stop shop” is the way to ensure their pipeline stays full. You might think that.

Here’s why you should avoid that at all cost.

The Fallacy of the One-Stop Shop

If you offer more stuff, you’ll get more clients and make more money, right? 

Half right.

You will get more clients. But each of those clients will, over time, pay you less money and expect more work. The opposite of the life you want to live, creative. 

That is a one-way ticket to burnout, diminishing returns, and a lack of fulfillment in the work you do. It’s counter-intuitive, but saying “no” can actually result in more “yeses” from higher-quality clients, increased earnings, and a greater sense of satisfaction in your creative output.

We Pay Real Money For Specialists

Think of it like this: Walmart and Apple are both billion-dollar behemoths. Walmart does it by offering thousands of cheap items across thousands of locations. Apple does it by specializing in a niche, offering a limited range of products and services. Less work, more money. Or at least more money for the same amount of work.

Do you want to be Walmart or Apple?

Customers Know the Difference

Customers intuitively understand the value of specialization because it is scarce. They pay a premium for that expertise and quality.

It takes more time, but pays more money.

Heart surgeons make more money than general practitioners.

Dollar Shave Club razors cost more than Gillette.

Guinness costs more than Bud.


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