I don’t know about you, but I regularly hear that I need to create a niche and focus in on a specific customer group, i.e., be a specialist. Sound familiar? While this is true in creating our offer and our advertising, many times entrepreneurs will become so focused on their offer, they lose site of the fact that they are trying to create a business. If we want to be business owners and not side hustle entrepreneurs, we can’t specialize.

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