Are you a jack-of-all-trades, master of none? How to build your industry authority with JUST ONE move

I’m not a huge coffee drinker, but I love a good coffee shop vibe.?

To work for a morning when I don’t feel like being in my office…

To catch up with a girlfriend on a random Tuesday morning…

To people-watch with my daughter on a girly day…

One of my favorite shops is a cozy yet light-filled spot in the heart of downtown, walking distance from my house. It’s owned by a mid-30-something couple from South Africa.?

During a recent working session, while sipping my iced decaf chai latte at my favorite single-seater table next to the window, I struck up a conversation with the wife of the owner.

It turns out that business wasn’t always booming. During their first two years, they were equal parts coffee shop and bakery. Every day, she’d come in at 4 am to bake her heart out: scones, pastries, the whole nine yards.?

And people loved them.

But not as many people as those who came for the coffee and specialty drinks.?

Folks loved this truly unique Starbucks alternative and would happily stand in line morning after morning for their caffeine fix. Sure, some would buy breakfast, too, but the majority were still frequenting the well-known bakery just a few blocks away.

Welcome the Shift–Even if it Hurts

I love to bake, and I get glowing reviews, she shared. But I thought, what if we put all of that effort and money into what people are actually coming to us for?

Bingo.

She told me that within mere months of making the shift, they had a completely different business. Revenue and profits skyrocketed. Baristas were knocking down the door to work with them. Newspapers were writing feature articles.

I still bake, she told me. I just do it for friends and family now. Maybe one day I’ll open a bakery, who knows.

Just because you CAN do something.

Just because you LIKE to do something.

Just because it COULD benefit all people.

Doesn’t necessarily mean you SHOULD.

Not without a strategy. Not without getting crystal clear on your goals, your priorities, and your 10k-foot aerial view of what you truly want, both now and in the future.

Is your business working for you?

When you’re working frantically in your business, trying to please everyone…you end up speaking to no one.?

And when your content reflects this same approach, it not only weakens your brand and message but also prevents you from being seen as the authority on ONE thing.

All that bouncing from pastry to coffee, offer to offer, may be the single most important decision you’re making–without even thinking about it.

Next Steps

It’s time to get conscious! Your credibility, visibility, and profitability depend on your solid business and messaging strategy.

That’s what we do at The Whitter Group. We help you frame, mold, and shape the way you share your offers, solutions, and expertise.?

The coffee drinkers know where to flock. Is your audience finding you the same way?

To learn more about how we can help you create a solid messaging and visibility strategy, reach out through DM or e-mail: [email protected].