Why trying to be everything leaves you selling nothing

You’ve tried to serve everyone. Look at your offering list—twenty services, four unique products, endless “also availables.” Prospects feel overwhelmed. They scan your site and think, “I still don’t know what they do best.”

Imagine you’re a bakery. You make cookies, pizzas, pies, and gourmet donuts. Each item has its fans, but none define you. Then you pick the donuts: top-selling, Instagram-worthy, creative flavors. You rename yourselves “Donut Lab,” shrink your menu to three stellar flavors, and shout about your mad science in a single tagline.

Suddenly, lines wrap around the block. People know exactly why they should walk in. They don’t debate—there’s no doubt that you’re the place for inventive, gourmet donuts. Your staff feels clearer, too. They wake up each morning knowing their mission.

This radical focus mirrors the Pareto Principle: 80% of your results come from 20% of your efforts. When you amplify that 20%, you unlock disproportionate growth.

You can take this step, too. Find the one service that lights you up and delights your clients, then let everything else fade. Clarity wins not just eyeballs, but hearts.

You’ve got that one spark—your best-loved service. Circle it. Talk to your happiest clients and confirm it’s their favorite, too. Then write your bold one-liner and slash the rest of your menu from view. Update your site, your pitch, every brochure, until your focus is crystal clear. Watch what happens when you dare to be just one thing.