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The real reason you won’t claim your niche?

Posted by Ilise Benun on

Yesterday’s New York Times had an interesting article in the Science section entitled, "The Advantages of Closing a Few Doors," which I read with my morning coffee and found very interesting. It refers to (but doesn’t actually review) a new book, Predictably Irrational, by MIT behavioral economist Dan Ariely.

But it wasn’t until two things happened during the day that I made the connection to marketing.

First, a reader sent me the link with a note: "Interesting article in the NY Times related to your newsletter." (He was referring to yesterday’s Marketing Mentor tip about the dangers of focusing on "the one".  Then a client started to tell me why he was reluctant to identify the 2 markets his firm specializes in working with in the text on his web site.

That’s when it occurred to me that maybe all the resistance to specializing may be related to a resistance to moving forward. “Closing a door on an option is experienced as a loss, and people are willing to pay a price to avoid the emotion of loss,” Dr. Ariely says. He suggests we "resign from committees, prune holiday card lists, [and] rethink hobbies."

The challenge is to find the balance, of course. The search for "the one" is just the other extreme.
What do you think?

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