A recent visit to a website suggested that the company specialized in nearly thirty different industries. That’s not specialization. In fact, it’s the exact opposite — it’s a company that dabbles, doing a project or two in every market segment but never truly digging deep enough to own any individual niche. True specialization is the engine that drives powerful brands. You stake out a specific area, and master it so thoroughly that you become the “go to” company for anyone needing assistance in that area. Of course, it’s perfectly fine to handle a broad range of clients. But if you’re going to call yourself a specialist, have a real specialty.
