Ok… so you’re wondering why it is I’m talking about tacos again huh? Well, I’ve got to be honest and say that although tacos sit pretty high up on my awesome-stuff-in-life list, that’s actually not why I’m writing this today.
I came across this article a couple of days ago on the Huffington Post. It’s basically the story of a dude who went in search of San Diego’s best fish taco (good idea huh ?). He decided that he's planning a road trip and hunt down the very best. He reached out to friends online, did a bunch of research and then set off on his taco flavoured adventure.
His post is funny & informative. I found myself scrolling through the pics and reading the reviews regardless of the fact that right now, I’m about a bazillion miles from San Diego.
So here’s what I picked up from reading his article: This guy is super passionate about tacos. He’s willing to do whatever it takes to find the perfect one. He’s become an expert in tacos…. and he kinda teaches you to become one too, as he walks you through the most important elements of the fish taco.
What the hell has this got to do with you and your business?
I want you to see an example of what it looks like to be laser focused on one thing. Of someone who, if he wanted to, could become known as the fish taco dude. If I was a die-hard taco fan (oh scratch that, I am), I’d want to stay in the loop with what this guy is up to. If I wanted to open a taco truck in my town, I’d probably contact him and see if we could hook up for a beer and talk tacos.
Whether he knows it or not, he’s positioned himself as an expert.
So now think about what you do in your business…. do you have this kind of focus? There’s a question I ask every single client I work with:
So often, we think that by keeping our expertise & business offerings broad, we have a larger market, therefore, more chance of being successful. In my experience, the more niche you become, the more likely you are to build an incredible brand.
I learnt from my own journey, that every single time I’ve niched down and been brave enough to refine my work down to a single area of expertise, I’ve seen almost instant results.
People (read: your dream clients/customers) don’t want to choose from a glut of generic, cookie cutter businesses. They want someone who is insanely passionate about fixing the problem they have. Someone who has dedicated themselves to becoming an expert in that one area.
Let me finish up be taking it back to tacos….. let’s imagine 2 taco trucks.
One sells 50 varieties of tacos, with multiple types of tortillas, salsas and fillings. The menu makes your eyes go a little cross-eyed because there are so many options. Every time you go, they’re pitching you something new. It’s kinda hit and miss in terms of how good they taste. Some are epic, some not so great.
The other truck makes one single fish taco. That’s it. They absolutely freaking adore making that one type of taco. They make sure that every single element of it is perfect. The fact that they only sell one thing means they are insanely good at making them. If you ask anyone in town about fish tacos, they’ll smile and say, ‘oh man, you gotta go taste theirs !’.
Which truck do you want to eat at?
Now take that answer, and ask yourself which truck represents where your business is at right now. What can you do to get even more laser focused? Lean into this question over the next few days: What do I want to be known for?