This is a question that often comes up in my head, in my daily attempts at plotting on how to take over the design universe.. that surely it must be easy to top google and take over all the clients in the world if I find a niche. However, starting out, one might not have the resources, skill or experience to straight away specialise – so why bother? Finding your little niche in the market allows you to dominate an area; position yourself easier; portray authority to clients and show clients you have the expertise they require. Surely… But no! Offering every service under the book means you can get clients easier, get larger projects – right?….
The more I think about it; those who we often see doing the best, or achieving recognition are those who have specialised. They found their niche; whether that be logo design for instance – they have distinguished themselves from the rest of us loosers by being an expert at their thing? So why bother offer it all ?
The above is the obvious criticism of a one-stop shop. Although, I believe it takes time to find ones niche, where you really excel. Thus, it maybe makes sense to start broad and then narrow yourself down into a specialty? Plus, an appreciation that you build up of other disciplines can only serve you well in the future. I often wonder how some are experts at something and I know they’ve barely been at it for a year. Thoughts of SEO ‘experts’ come flying into my head right now.. But how do you know when your an expert in a particular discipline?
A thought… your specialty doesn’t need to be ‘design related’
Some of you are probably thinking ‘huh?’ .. By this I mean, I sometimes forget that the skill you are offering is a service. As such you can specialise in who you offer that service to. Maybe your a jack of all trades; but your a jack that specialises in serving small start up companies, maybe your a jack who offers their services within the fashion industry because it suits your style etc etc. There is also an argument that its advantageous to have two or three specialties. Thus, if the demand for one suddenly goes – your not left having to rethink your entire strategy! So its decided!…two or three specialities! nooo – maybe four to be safe… maybe I should be extra safe and just do everything!
Is it worth specialising in design? or are you likely to be more successful offering it all?? What do you think?
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[...] for the clients with the larger budgets, which is essentially what you want. It then becomes super important to pick a specialty carefully, as well as making sure it’s something you enjoy and equally as important, that it’s [...]