Outthink your instinct

When a business experiences a threat, survival mode kicks in.

A common instinctual response is: Go broad.

Promote a wide variety of products/services to a vast audience.

A more strategic response might be: Go deep.

Focus on your narrow area of expertise within your core client/customer base.

The attempt to offer everything to everyone results in offering no thing to no one.

In the long term, narrow and deep beats broad and shallow.

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