How do I get over that hump to find what truly is differentiating?

Well, there's really nothing new, isn't it? That's all what Adam Alter calls is recombination.

And I love this because this makes it easy for people to figure it out.

So let's just talk about you're a brand leader, you're a marketer, you're an owner, whatever.

And you're like, how do I figure out my tilt? Whatever.

The easiest thing is list on the one side all the things that you're super interested in or all the things that you know a little bit more than most people.

And it looks like I would say publishing, Billy Joel, the color orange, you know, like whatever things I know more than others, I would start to put things down on one side.

Yeah.

What do you say to those agencies that still are holding that broad perspective, thinking that they're leaving money on the table if they narrow down and they do figure out what is that intersection between obsession, expertise, and a specific audience?

That's such a great point.

But you got to remember, and what I try to tell them is the way that you market is different than the projects you can take.

Like just because you market a certain, yeah, even though you market toward some certain people, doesn't mean if you get this beautiful client that finds you somewhere that you can't take that business.

And some people think, oh, I only have to focus on this.

What I'm just saying is, what do you tell the world? I talked to somebody the other day about it.

We were talking about the title of their book and I don't want to get into specifics, but it was just a basic B2B title.

Let's, let's set ourselves up for success with that.