Who needs you more than ever? — Kelford Labs Daily
Focus even further.
When things are chaotic or uncertain, it’s easy to think we have to expand the focus of our marketing.
Facing the potential for a slowdown in our business, we might start looking further and further outside of our typical client base to make up the difference.
But I think this is often a mistake.
We can end up diluting our positioning and taking on projects that we aren’t ideally suited for, which can damage our reputation or erode our margins.
What I recommend doing instead is focusing even further by asking yourself, “Who needs me now more than ever?”
If the future is uncertain to you, it is uncertain to your clients, too.
If the market is chaotic to you, it is chaotic to your clients, too.
Yes, some (even many, maybe most) are focusing on other things right now. But there will be some, and probably enough, that need you now more than ever.
Like the long-term thinkers who want to be prepared for whatever happens next.
Or the ones who see opportunity in disruption and want to position themselves for future success.
The fact is, there might be more opportunity within your current position than outside of it.
We just have to focus on who needs us now more than ever.
And be there for them now, so we can stick around forever.
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