In the early days, it’s tempting to say yes to everything, especially if you’re in services and can technically do it all. 

But if you want to build a business people refer to, remember, and trust, saying “we do everything” is a fast track to being forgotten.

Walt Maclay learned this the hard way. He didn’t start with a GTM strategy or customer persona. He just started consulting after selling off a previous company. And like many technical founders, he figured the work would come if the skills were strong.

It didn’t. The turning point wasn’t better execution. It was focus.

Highlights include: Selling Worldwide Since 1999 (01:00), Going for What People Ask For (04:00), Specializing and Niching Down (05:37), And more…

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