Go Small to Go Big: The Game Changing Power of Focus

Go Small to Go Big: The Game Changing Power of Focus

The Narrower the Focus, the Bigger the Opportunity

We’ve all heard the phrase: The riches are in the niches. It’s one of those business clichés that gets thrown around, but when truly understood, it has the power to transform careers, businesses, and even entire industries.

But let’s take it a step further: The narrower the focus, the bigger the opportunity.

The Power of Precision

A few years ago, I coached a filmmaker who, like many creatives, saw everyone as a potential client. Weddings, corporate videos, music videos—you name it, he’d film it. The problem? He blended in with thousands of other filmmakers doing the same thing. He was a generalist in a sea of generalists.

Then, something clicked. He had personal experience with food allergies and started noticing a wave of specialty food companies emerging—restaurants catering to those with dietary restrictions, small-batch producers of allergen-free foods, and health-conscious brands creating innovative products.

Instead of marketing himself to everyone, he made a bold decision: He would become the go-to filmmaker for businesses in the food industry that were helping people with food sensitivities. He wasn’t just a filmmaker anymore—he was the storyteller of food brands that changed lives.

From Invisible to In-Demand

What happened next was nothing short of remarkable. By narrowing his focus, he didn’t shrink his opportunity—he expanded it.

1. He became the expert. Food companies started seeing him as the filmmaker for their industry. They weren’t just hiring a videographer; they were hiring someone who understood their mission, their customers, and their unique challenges.
2. Referrals skyrocketed. When one brand loved his work, they introduced him to another. He was no longer competing with generalists—he was in a category of one.
3. Pricing power increased. When you’re the go-to expert in a niche, you’re not just a vendor—you’re a specialist. And specialists charge more.

Other Companies That Prove the Power of Niching Down

Many successful companies have followed the same path—choosing a narrow focus and turning it into massive success:

The Beard Club

• Niche: Grooming products for bearded men

ConvertKit

• Niche: Email marketing for creators

Athletic Brewing Co.

• Niche: High-quality, non-alcoholic craft beer for fitness-minded people

GoRuck

• Niche: Premium backpacks and gear for military-style fitness enthusiasts

Calendly

• Niche: Scheduling for professionals

The Strategy-to-Action Shift

Many businesses hesitate to niche down because they fear they’ll miss out on opportunities. But the reality is that when your positioning is broad, your competition is fierce, and your value proposition is weak.

The shift from strategy to action is about making a deliberate choice. It’s about deciding who you serve best, committing to it, and allowing that focus to unlock new opportunities.

So, if you find yourself trying to be everything to everyone, ask yourself:

• Who do I understand better than anyone else?
• What specific problem can I solve exceptionally well?
• How can I position myself as the go-to expert in this area?

Because the narrower the focus, the bigger the opportunity.

Your Next Move

If you’re feeling stuck, it might not be because there aren’t enough opportunities—it might be because you’re trying to grab too many at once. The riches are in the niches, but the real magic happens when you take action and go all in on a specific, focused path.

✔️ Premium pricing – Higher margins, not a race to the bottom.

✔️ Tribal branding – Customers feel like part of an exclusive club.

✔️ Category dominance – They don’t try to serve everyone, just their perfect audience. ✔️ Easier to scale – You dominate a small market first before expanding.

✔️ Loyal customer base – People feel like the brand was “made for them.”

✔️ Higher profit margins – Less competition, more pricing power.

What’s your niche? And more importantly, are you truly owning it?

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In all that we do, let us seek wisdom, discipline, courage & justice.

Be well,

Keita