Purpleoak is highly specific offerings might limit your target market, but they also increase your appeal to potential clients. Building an effective brand and selling your services can be a challenging process for all small businesses, especially in a competitive environment. Things are even more tricky when your business is “you.” Marketing and business strategy positioning is quite often the root of differentiation it’s still just one aspect of what differentiates one firm from the next. Even for the most specific business problem, clients generally have at least a handful of viable alternatives to solve it. Differentiation is about strategically aligning critical aspects of the firm’s business against its positioning such that it creates something unique and valuable to the firm’s ideal clients. That said, we can’t invest in everything. Generally, a firm has to make decisions about where to invest resources (and where not to) in order to build something tangibly different and uniquely valuable to its ideal clientele.