Your product is your thinking.

For years I tried to narrow what I do down into one thing

And I actually did it reasonably successfully 

I had a nutrition coaching business, in the niche of strength sports - Strongwoman, powerlifting, Olympic Weightlifting.

I had a strong business, was doing talks and podcasts on the topic. 

I could probably have kept going and become the ‘go to guy’. 

Looking back - it was right when I was on the brink of making this happen - that I pivoted away from it. 

Was it fear of success? Fear of failing from a good position? Weighed down by my own expectation? Maybe. 

But there was something about just doing one thing that felt like cutting off a limb.

Because my work goes everywhere, or has gone everywhere - nutrition, corporate performance, productivity, AI, mentoring, business, marketing.

It’s only when I look back now, I see I’ve narrowed in two different ways before - and both work. 

The first was narrowing the audience

Nutrition clients - one group, one world, one set of problems I knew inside out.

Making weight, fuelling strength gains, relationship with food etc. 

The second was narrowing the problem

Overwhelm - and solving it wherever it showed up

In someone’s nutrition, their business, their week

Different shape, same result - people could see exactly what I did, and whether it was for them

My brain has, for years - done the tug of war of:

‘I want to do loads of things vs everyone says focus on one thing to be successful’  

Before finally realising that having more money from doing one thing would not be success to me.

If this resonates with you, I’d get you to remember one key thing:

Think wide, sell narrow

The breadth is how you think - to my mind, it’s never a disadvantage to know more. 

To have more experience, more areas of knowledge, more transferable insights. 

It’s why you can see a problem from more angles than someone who’s only ever done one thing - it’s why people pay me to help them see things from multiple angles.

The narrow bit is how you sell it - one audience, or one problem, so people know straight away if it’s for them.

If you’re broad, a narrow problem usually suits you - you get to throw everything you know at it

If you’re deep in one area, a narrow audience usually does - you get to build a whole world around them

And you can rinse and repeat as many times as you like - different platforms, inbound vs outbound, different products.

Or same audience, multiple products, services etc.

But you have to narrow one of them