You can’t be everything to everyone.
This is the battle of modern business.
Chasing volume. But sliding into the realm of being a commodity.
You have to make a trade: volume or intent.
Volume alone isn’t a strategy.
Mass market is fine. Just make sure it is your choice.
If you don’t, that’s drift. Dressed in the costume of “growth.”
Intent is harder.
You have to know why you are different. You have to answer the Strategy Stack question: “Why Us?”
Intent means knowing this answer. Then saying no to everything that doesn’t help you move towards that answer.
Intent is sharp, clear.
Volume is an open door.
The Volume Trap: volume dilutes what made you special. Your brand softens. Your customers might not feel what’s different.
That’s the Money Mirage in action.
Chasing more…becoming less.
The question often isn’t “how do we grow?”
It is often “what must we say no to?”
Intent isn’t about being small. It is about being clear, specific.
Volume isn’t evil. But it can be a trap.
If you pick volume, great.
Just make sure you pick volume consciously.
My question to you this morning: Are you trying to be everything to everyone? Are you being specific or are you focusing on volume? Is your decision conscious?
It is a trade. One you need to make now…or you’ll be forced to make it later.
Hit reply and tell me where you are: Intent or volume?
Dave