Have you defined your corner of the universe? Are you clear on what you are the best in the world at? It is critical to understand your niche. Who do you exist for? Are you better than others that exist for your same market? If not, what are you doing about it? Are you providing a superior service or bringing a new experience to the market? If not, then why not? Keep in mind you can specialize in many areas. For example you can be the local coffee shop that trains their staff on every nuance of the coffee bean itself vs the guy across the street that just serves a hot cup. Think in terms of the general practitioner vs the brain surgeon – who would you prefer worked on your brain? Specializing requires you to draw a line in the sand and say, “this is me, this is who I am and what I stand for and this is why I am the best choice for you”. Lace up your boots each morning and repeat to yourself, “today I will be the best in the world at…”