To become someone's first choice, stop trying to do everything. Pick one problem you can solve better than anyone else. Brett Contreras built a $50 million brand by becoming the glute guy, not by offering generic fitness advice.
We need to be the most effective. You're not going to settle for second, right? There are two options and two paths you can take to be the best. The first one is to become the best by addition, by promising more things, by solving more problems. I don't recommend this because at some point you end up in a position in which you solve many problems at a good enough level, but not one at an elite level. And only elite level problem solvers take space in people's minds. Instead, I recommend becoming the best by subtraction, solving less problems but solving them better. And the best example I can think about of this is fitness coach Brett Contreras, the glute guy. If you go to his website, you'll find an astounding amount of glutes because he is the glute guy. Does that mean he can't help you get bigger arms? No, look at the guy. That just means that he understands positioning. He understands that there is more money in solving a smaller problem at an elite level than solving many problems at a Okay level. And he's worth $50 million, so something's clearly working.
