From Generalist to Expert - without losing the rest

For small and medium-sized businesses, focusing often involves striking a balance between necessary specialization and the fear of losing breadth. In this episode, we discuss why generic claims like “Your leading IT partner” no longer resonate today and what distinguishes genuine positioning from mere window dressing. We offer insights into our own process and highlight which hurdles proved more challenging than we anticipated. We also share the strategies we developed to increase our visibility as an expert brand without alienating existing customers or artificially limiting our scope.