If you ask me what the one thing you learned in the past 10 years that everyone should know. I would cite Jonathan Stark :

This made me realise, that by trying to address everyone in our sales and marketing copy, we create the complete opposite of the desired effect : on the receiving end, the other doesn't feel concerned by the message. It's so diluted, their brain doesn't register that as worth paying attention to.

I strongly believe it is a bias risk-averse human have, especially us who worked in engineering functions for many years where our brain was rewarded for removing and reducing risks so that our systems are reliable and safe.

What's the antidote to that ?

Courage. [def. "the ability to do something that frightens"]

As an engineer, and running a business, even knowing this. When I try to get more specific about who I want to serve, I still get all the alarm bells🚨 of my system shouting

• "But what about the others ?"
• "What if it's the wrong niche ?"
• "You're missing out on so many opportunities"
• "but what if the money is not good"

All of these may have a good rational behind, our resistance might be legit'. But we want to be so specific that the right person would be like

💡 "They get it, this is for me"

The fix ?

Action.

Start, then Learn.

The reality of taking that message publicly, the feedback, the conversations with relevant people will either validate (best validation is from the market) or opportunity to improve.

For my consulting, it took me 3 years to go from

🌍 "I help entrepreneurs with brand strategy " to

🎯 "I help technical founders of €1m+ service firms make more profit without increasing headcount"

It can take you 3 hours if you decide to stop playing it safe now. Once on the other side, you'll wonder how you were doing otherwise all those years.