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62 DIVERSIFY WHILE STILL SPECIALIZING

As a proactive business strategy and a wise form of marketing insurance, this idea is powerful and laden with interesting possibilities for you and your business.

Never put all your eggs in one basket; instead, have several separate baskets in your business.

Now, you still can’t yield to the temptation to sell everything to everyone. Develop two parallel offerings or divisions or brands that tap into your unique expertise but that appeal to different populations, industries, needs, or audiences. (I’m NOT talking about a management consultant who also sells real estate on the side!)

Afraid that you’ll carve ...

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