The real reason you won't claim your niche?

Yesterday's New York Times had an interesting article in the Science section entitled, "The Advantages of Closing a Few Doors," which I read with my morning coffee and found very interesting. It refers to (but doesn't actually review) a new book, Predictably Irrational, by MIT behavioral economist Dan Ariely.

But it wasn't until two things happened during the day that I made the connection to marketing.

First, a reader sent me the link with a note: "Interesting article in the NY Times related to your newsletter." (He was referring to yesterday's Marketing Mentor tip about the dangers of focusing on "the one".  Then a client started to tell me why he was reluctant to identify the 2 markets his firm specializes in working with in the text on his web site.

That's when it occurred to me that maybe all the resistance to specializing may be related to a resistance to moving forward. “Closing a door on an option is experienced as a loss, and people are willing to pay a price to avoid the emotion of loss,” Dr. Ariely says. He suggests we "resign from committees, prune holiday card lists, [and] rethink hobbies."

The challenge is to find the balance, of course. The search for "the one" is just the other extreme.
What do you think?

Comments

[Jasmine Holmes]

I do agree that putting too much emphasis on a single market can feel like you are too focused on "one" area. I also see the power of specialization and truly believe that choosing a niche will bring me greater success than taking anything that comes along. My biggest challenge, as new firm, in committing to my choice is the fear of narrowing my choices too much before I have many viable prospects. It feels a little like having to take a leap of faith beyond what I have already done.

[E.B. Moss]

I launched Moss Appeal Green two years ago as a "sub-division" to Moss Appeal -- mainstream marketing services for primarily media/entertainment companies. Last week I was thrilled to have a double-hit of press in the Times and NY Enterprise Report, both referencing the green aspect. An industry peer congratulated me but asked if I was concerned I'd get "pigeonholed" as just "green." I'm hoping that a) green will BE the equivalent to mainstream in all of our approaches to marketing and collateral soon, anyway and b) that putting more focus where my passion is can never be a bad thing. However, optimism aside, that question does still remain a concern about attrition among my "usual" clients only coming back when they want to initiate something pro-social.

[MrPositioning.com (Stanley Bronstein)]

Sometimes, when we close doors, we allow other opportunities to walk in through those doors ...

Take care.

Mr Positioning
Stanley F. Bronstein
Attorney, CPA, Author & Professional Motivational Speaker