Seth Godin had a great post today, where he discussed why businesses that truly want to grow need to focus on going deeper with their product offering. In this post he describes the buffet that specializes in one thing, bacon, and how that buffet would always have  a line and people woud drive across town for it. That’s like the Rio’s amazing seafood buffet in Vegas. It’s off the strip and a bit of a pain to get to, but they made the buffet worth it by being the best seafood buffet in Vegas. There are several restaurants that I can think of like that here in Montana, the Cowboy in Fishtail is in a town of a couple of hundred and an is hour from Billings,  but you can’t go in there without seeing people who have driven the hour to get one of their steaks. They focus on serving  big steaks at a reasonable price and people flock there to get them. I’m sure if you look around in your community you will see examples, not just in restaurants, but in othe rbusinesses as well.

My mentor, Simon U Ford, refers to it as going “an inch wide and a mile deep.” Too many people get caught up in trying to be everything to all people. I’ve done it too, but once you focus on what you are the best at then  you can become truly successful.

Here’s a video a did last year that helps you understand and discover your Unique Selling Proposition: