Many agencies make the mistake of assuming that if they were to focus on a specific service area or market segment, they would limit their growth potential– that a narrow focus doesn’t scale and equates to a small business.
While this seems logical, it’s not true.
Starbucks is narrow—coffee—but it certainly isn’t small.
Intel is narrow—semiconductors—but ranks as a Fortune 500 company.
And in professional services, some of the largest firms are some of the most focused.
The bottom line (pun intended) is that offering a wide variety of services is what doesn’t scale.
What does scale is: focus.
With focus, you can sharpen your people’s skills, services, and internal ways of working because you’re focused on just one or a few areas.
You can concentrate your resources toward a coherent strategy.
You can serve a large client base because you’re repeating the same focused service areas.
Your agency becomes easier to run and more profitable.