Jack of all trades and a master of none

Jack of all trades and a master of none…


Your clients are rarely looking for generalists. They want someone who has the knowledge and experience to provide the solution to their specific problem.


Think about it: if you have a particular medical problem, you’ll want a doctor who is an expert in that problem rather than a general practitioner. If they specialise in that particular area, they are more likely to have more knowledge, know the latest research, have the most experience and the highest success rate in that area. Why would your clients be any different?


Be precise about the ideal clients you want to you serve. If you are in B2B (business to business), define your target market by industry, by size, by length of time in business, by the problem you solve, etc. Of course, you want to make sure that your target market is large enough for your business to be highly profitable.

When you are clear about whom your products and services really help, you’ll attract more clients and you can charge more because of your specialisation.

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The business was set up in 2010 by Una Ryan who identified a niche in the market for businesses who need help getting the most from their marketing efforts and business planning.

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