The Terrifying Path of Narrow Positioning

 

There is something in the creative heart that resists the idea of limits, or long-term repetition. We want to explore, to experiment, to try new things. Doing one kind of work, for one kind of client, forever—or for the foreseeable future is antithetical to the creative impulse. But if you can put your inner Jack Kerouac in check, and declare a focus—once you know what you do, who you do it for, and how it specifically benefits your prospects, everything gets easier, and more effective.