“It is clear to me, and it is increasingly clear to clients, that no one is a "Jack of all trades." The ability of prospects to evaluate the service before committing to purchase, understand what they need, and crucially know what good looks like, will mean that many so called full service providers will fail, because they just can't do it all.
It's time to recognise the
advantages of specialisation. Gone are the days when a generalist was seen as
having an advantage. If you can be known as a specialist in one or two areas
that are highly attractive to customers, then you are on the right track. But
you have to be able to deliver, because clients now have all the information
they need to make a judgment.”
by Chris Crossland