I | We Will Specialize

"If we are not seen as more expert than our competition, then we will be viewed as one in the sea of many and we will have little power in our relationships with our clients and prospects."

We Must

1. Choose a focus.
2. Articulate that focus via a consistent claim of expertise.
3. Constantly work to build the missing skills, abilities, and processes necessary to support our particular focus. 

What does this mean:

Creatives often want to provide their services to every potential customer that comes their way. This is wrong. Focus on specializing in a particular service and industry segment.