Hey Reader,

When I first started my business as a growth marketing strategist for early stage B2B SaaS, I was deeply insecure about my lack of training as a marketer.

I had bounced around in a variety of B2B sales roles, before transitioning to marketing and I learned everything I knew through research, asking a ton of questions, and a whole heap of experimentation on the job.

I thought this scattered knowledge and experience was a weakness.

But over time, I realized that it gave me a competitive edge. It made me different in a way that was valuable to certain clients.

I started to wear the badge of being a generalist with honor. Probably a little too much.

I spent years branding myself as a “growth strategist” because I thought it honored my diverse set of skills and didn’t pigeonhole me or limit my potential.

I thought I was making a bold commitment to my freedom and adaptability. But I was actually just afraid of picking a specific direction for my business.

It took a long time before I realized that no one had any freaking clue what I did, whom I served, or how I helped them.

My resistance to narrowing my focus and becoming known for something was the reason why my business struggled. It was the thing that limited my potential. And now, I recognize this same tendency in so many of you.

Let me guess. You worry that if let go of being a generalist that you will:

• Alienate potential clients
• Confuse your current clients
• Limit your future opportunities
• Choose the wrong specialization
• Get bored by only doing one thing

You don’t need to limit the scope of what you do for clients or abandon the way being a generalist makes your work so damn effective. But you do need a better way of positioning yourself as the uniquely positioned expert that you truly are.

In short, you need to create your own category of specialization.

You need to find the One Thing that you’re known for.

One of my favorite ways to think about your particular skills and experience that helps you become known as a uniquely qualified person to solve your ideal client's problems.

You’re not throwing that horizontal bar of skills, experiences, and knowledge away. In fact, you sure as hell want to make that vertical line as thick and sturdy as possible. But you also want to use that broad reach to power and inform your ability to go deep into a specific area of expertise.

You want to become a true expert in a micro-niche.

The T-Shape helps you look at yourself, your skills, and how you both position and develop them to innovate in ways that set you apart.

Most people will either stay shallow and wide or narrow and deep. If you manage to be expansive and thorough, you will be unmatched.

And as a consultant or coach, this approach makes you priceless to your clients.

And it also makes attracting perfect fit clients, sourcing dream opportunities, and watching life-changing doors open a whole lot freaking easier.

The ultimate goal is to create your own category—to become as Daniel Priestly describes, a key person of influence. Someone who can dominate a micro-niche and become known as the go-to expert for what you do, whom you do it for, and how you do it differently.

Yes, it will make growing your business a hell of a lot simpler, but it will also make you feel like an absolute f*cking badass while you do it.

So tell me, what category are you creating?

In love and growth,
Kasey

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