The Art of Focus

Maybe you’ve been there: You’re in the middle of a conversation with someone and they ask you what you do for a living. You try to explain your company and its offerings, but you feel like there are so many different options that it’s hard to keep track of them all.

Now imagine you're a customer and you're looking to buy what you have to offer. How are you supposed to figure it out?

The key is to stay focused on one or two aspects of your business so customers can clearly see what you do.

The narrower your focus, the easier it is for customers to connect what you do to the problem they're trying to solve.

When your focus is broad, it's not obvious to customers what you do. Customers looking for a specific solution will look elsewhere.

The bottom line: When you have a narrow focus, you attract customers who are aligned with the problem you solve. To find the perfect one, avoid trying to be everything to everyone. Instead, find what few things make you the best in your field and double down on those.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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