There’s a reason why the Jack of all trades is named Jack, and not Zeke, Otto, or Emerson. He is a very useful person, but there is nothing about him that stands out. In a town with fifty Jacks and one Otto, which one are you going to remember long enough to call up?
The Jack of all trades is a nice man, but there are a few reasons that you don’t want to be Jack the entrepreneur.
The first is from a standpoint of selling. The first step of selling is to identify your target market—this group of people tends to have a particular problem, and you have the solution. Over time, you develop a reputation and KLT within this circle of people. But if you can solve any problem, you will never be able to focus your marketing. As a result, your marketing efforts will be diffuse, and you will never build a business-generating “tribe.”
Second is delivery. Can you really be good at everything? You might be decent at everything. But you need to be the best, because you will always have competition. Focusing will allow you to develop your own expertise, impress your customers, and get a good reputation.
The third is building lasting relationships with your customers. And relationships are story-driven. Customers want to know you—your passions, your hopes, your vulnerability, how you have ended up where you are. They don’t want to hear that you are “just another joe.” They want you to be unique. What makes you different from everyone else?
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