Kalia and I went to a Thai restaurant on Marco Island the other day.

When the waiter handed us the menu, I knew we were in trouble because:

#1: It was huge. (Never a good sign.)

#2: There was a Thai section, a Chinese section, and a Japanese section, plus a kids section with burgers and chicken nuggets. (A really bad sign.)

We were hungry and ordered a lot, including dim sum, which obviously frozen and reheated.

Everything was gross.

It’s very difficult to mix cuisines and make them great. (The exception is Chef Jose Andres’ restaurant, China Poblano in Vegas, which skillfully marries Chinese and Mexican food.)

It’s the same in business.

Being a generalist pays far less than being a specialist. Who gets paid more, a general family doctor or a heart surgeon?

Nearly every business owner, no matter how “generic” the industry is, can gain a competitive advantage by niching.

My friend Don Quante is a superstar financial advisor. The dude is a legend in the industry who earned two million dollars per year in personal income. Don decided to become a specialist in asset-based long-term care. While other advisors in his market competed against each other to get clients using the same worn-out marketing messages, Don dominated.

Randy, one of my Elite Mastermind members, is a CPA who specializes in helping home service business owners structure their businesses and save money on their taxes.

I know a tax resolution specialist who specializes in helping truckers. (If you were a trucker and had a tax problem, would you prefer to work with a generalist or someone who specializes in helping truckers?)

Want to dominate in 2024?

Think about niching your business.

Kick butt, make mucho DEEnero!

Dave “Asian Cuisine Isn’t All The Same” Dee