The Value of Being a One-Trick Pony

In a tough economic environment, companies are often tempted to be more flexible and venture outside their comfort zones. But that’s not always the best approach, particularly when serving customers efficiently requires specific knowledge, expertise and experience. When should a business abandon the temptation to diversify and instead double-down on its current market and become a “super-specialist?”


Companies with deep expertise in a narrow niche should seek geographic expansion, not diversity.


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