Mark Osborne explains why business owners should stop chasing new opportunities and focus on their niche instead. He references John Warrillow's Built to Sell and the principle that "riches in the niches" comes from defining your ideal customer and staying committed to serving them well.
And you raise great points there, Mark. There's a gentleman by the name of John Worlow who wrote a book called Built to Sell. Yeah. One of his sayings is there are riches in the niches or niches, however you want to pronounce that. And the meaning behind that is, is that in the way that I bring that concept into my relationships with my clients as it relates to marketing and perhaps similar to the work that you do, is that I help them determine who is their ideal customer, their ideal client. So often business owners chase shiny objects. An opportunity presents itself over here. Let's commit our resources to delving into that. And then another shiny object appears down the road. They recommit their resources somewhere else. And as a result of that, they're chasing dollars all over the place.
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