Blair Enns is the CEO of Win Without Pitching, author of the Win Without Pitching Manifesto, Account Director at McCann Erickson, and co-host of the 2Bobs podcast. Blair is on a mission to change the way creative services are bought and sold.
“It is the nature of the creative person to solve the problem that you have not previously solved.” Creative people tend to have a personal need for variety, but your business requires you to focus. The first step to narrowing your pricing is to specialize.
Many people find specializing to be very boring or very limiting. But here’s the thing, when you specialize, you set yourself on a path to more opportunities. Blair describes it as opening the closet door to Narnia: there’s more ahead than what you see right now. Niches are filled with other niches and places to go.
Take the first step of specialization slowly and lightly in the beginning. When you’re young and starting out, you have a wider variety of offerings and specialize as you move forward. Try your hand at various things before you double-down on one course. Explore first, then focus.