Why Generalists Lose

grow

Being a generalist might feel safe.

It feels like you’re capturing more of the market.

And that feels smart.

But in consulting, it’s a trap.

Generalists lose. Every time.

Here’s why:

— Marketing Becomes Vague —

When you try to serve everyone, you speak to no one.

Your message gets lost.

Potential clients don’t see you as the go-to expert.

— Delivery Gets Harder —

Every project is different.

Your team keeps reinventing the wheel.

Complexity creeps in. Quality drops. Deadlines slip.

— Margins Shrink —

Generalists get treated as a commodity.

Specialists get paid more. Because they’re trusted more.

— Growth Stalls —

Without focus, systems break.

Teams stretch.

Decision-making slows.

The truth is simple:

Simple scales. Complex fails.

I’ve seen firms double profit margins just by niching down.

They became known for their one thing.

Marketing got sharper. Delivery smoother. Prices higher.

If you feel stretched, scattered, or stuck…

It’s probably not a capability problem.

It’s a focus problem.

It’s a niching down problem.

Less — but better.

To your success,

Josh

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