76 MOVE ASIDE
Here’s another thing that most small business owners, entrepreneurs, and professionals have a hard time with: You can’t be all things to all people.
Moving aside is about finding your niche and claiming your expertise in a narrow area of specialty.
In plain English, this means you want to become the go-to guy or gal for your specific product or service—the exact opposite of a being jack-of-all-trades and master of none.
The people you speak with will have a very different reaction to these two mental images of your product/service: ...
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