The positioning changed. The client mix didn’t.

Narrowing your marketing without narrowing your delivery calendar buys you every cost of specialisation and none of the compounding.

By Steve 5 min read
Abstract bridge artwork for The positioning changed. The client mix didn’t.

A firm rewrites its website around a single sector. The messaging tightens, the case studies get reordered, the deck loses six slides. Eighteen months later the enquiry volume is lower, the price premium hasn’t arrived, and the delivery calendar looks almost exactly as mixed as it did before. The conclusion usually drawn is that the niche was wrong. More often, the niche was never actually adopted, only advertised. This matters because specialisation does not pay through positioning. It pays through repetition. The positioning is how buyers find out; the repetition…

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