If you needed another example that you should think narrow when determining your audience, here’s one: Tailored Pet. This new service will craft a specialized mixture of dog food for you and deliver it to your door – a meal delivery service for Fido.

If you’ve ever been in the dog food aisle you know that options abound — puppy or senior, large dog or small, healthy weight, GMO-free, chicken, lamb, etc. etc. I buy the same food each time and still have to concentrate to find it among the options. So, Tailored Pet was born to allow pet parents to have the specialties they desire all together in one mix. You take a quiz, they match your needs and deliver it through a subscription.

In today’s world, something that saves time and caters to personalized needs can command a premium price. Cheap isn’t the most valued attribute. If you think narrow and craft the right niche, you can price your services accordingly.


I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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