Zach Williams, Founder and CEO of Venveo, an agency providing building product marketing, addresses this niche market's unique challenges (including "invisible products") and diverse target audiences (big box stores, retailers, builders, contractors, and homeowners). In this interview, Zach:

• Presents questions to ask when considering niche specialization: "Who do we do the best work for?" and "How to get into that market?"
• Acknowledges the accompanying fear that "putting a stake in the ground" will mean turning away clients outside the targeted niche
• Speaks to the importance of perseverance and education in building solid industry understanding, and
• Admits that desperation can be useful in driving innovation and creativity.

His recommendation: Find something you love and, when you identify that niche, specialize sooner.

His warning: If you're aiming for nothing, that's exactly what you're going to get.