The Radical Logic of Narrowing Your Focus Until You Create Your Own Market Curve

When Mike launched his computer forensics company, it would have been easy to follow the crowd: solve any business dispute, serve anyone who had the money. Instead, he saw an unexpected opportunity: criminal defense attorneys were ignored by competitors, creating a segment with unserved needs. He rebranded as the criminal defense specialist and was soon the only real choice. Enron called, then celebrities, then referrals snowballed. And by being different—not just better—he set a new standard.

Similarly, Cirque du Soleil didn’t try to out-circus the old circuses; they invented a new art form that merged dance, opera, and acrobatics. The market didn’t just respond—they rallied. Bold, 180-degree pivots might seem risky, but when built on clear client wishes and your own natural strengths, they allow you to escape brutal price wars and become truly irreplaceable.

Business theorists refer to this as 'Blue Ocean Strategy'—creating untapped markets through bold moves that leave competition behind. It’s not for the faint of heart, but when you find your curve, the rewards are outsized.

Spend some time this week listing every industry 'should' that guides your services and pricing. Then, for each, brainstorm the crazy-sounding opposite—no matter how unrealistic. Pilot a small reversal with one trusted client or in a test market, and observe the response. Even just giving your new approach a catchy, different label can draw the right attention. Remind yourself, the goal isn’t to be slightly better—it’s to play a different game you can win.