Every positioning conversation I've ever had includes the same fear: 'If I niche down, I'll lose potential clients.' This fear is backwards. You're not losing clients by specializing — you're losing them by being generic.
The TS Example
Intelligent Operations positions as a 'founder-focused creative production house in Kansas City.' That sounds narrow. In practice, it means we work with startups, established businesses, and personal brands — anyone who identifies as a founder. The niche isn't the industry. The niche is the identity.
By speaking directly to founders, we attract the exact clients who value what we do: efficient production, AI-enhanced workflows, and creative direction that understands the founder's perspective. We don't exclude anyone — but we signal loudly to the people we serve best.
The Positioning Formula
The formula I use with every client: 'We're the [specific superlative] for [specific audience] who need [specific outcome].' Fill in those three blanks and you have a position. Note that the blanks are specific, not narrow. There's a difference. Specific means clear. Narrow means limited. You want the first one.