To dominate you niche market, focus on it and be the best.



  1. Dominating your market
    1. The hedgehog theory – be great at one thing (then move on to others)
    2. Great companies focus on what they are good at
    3. Know who you are and who your product fits
  2. Find your product or products
    1. What is your one thing (or two things) that you are great at
    2. Be the best, stay the best, know your product
    3. Understand from the client’s perspective as well
  3. Aim your sales and marketing
    1. Be selective and qualify your targets – chase people that need you and know it
    2. Promote what you provide them that is unique to you
    3. Over-promise and over-deliver – it’s easy when you are the best


Apply this theory to all parts of your organization. Focus on one thing at a time, become the best then diversify.



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