SELLING YOUR BEST STUFF

Almost every week, a professional just starting out, or
an entrepreneur with a small company will consult 
about "specializing". Some guru has convinced them that
in order to grow their business, they have to identify a
specific product and market that as their "specialty".
Well. There is both truth a grain of truth, and a gross
over-simplification in that advice.
In most cases a small business need not put "all their eggs
in one basket" and sell only one service or provide only
one (or a few) products. In fact, the huge advantage of a
small business is it's ability to provide personal service,
custom solutions, and innovation, far easier, faster and
cheaper than a large company.
In a small business, the owner can respond personally and
find the perfect solution for a customer with an unusual
request or a special need. Never under-estimate that
tremendous advantage!
The grain of truth in the "you must specialize" motto is
that to grow your business you MUST focus on what you do
best. Some products or services, or some aspects of the
business simply "suit" or fascinate you more than others.
Talents show up in different ways. Even things like the
location of your business, or the gender, age and training
of your staff will create certain strengths, while also
creating a parallel set of weaknesses.
To build your business, focus on what you do best.
Specialize and advertise the things you enjoy most, or that
you feel passionate about. Make a virtue of your natural
advantages and specialize in those things.