“Real Artists Ship”

Colin Johnson’s blog


Seeming more Specialised than you Actually Are

Sometimes it is important to present yourself as more specialised than you actually are. This can be true for individuals and for businesses. Take, for example, the following apparently successful businesses:

Woaah there! What’s happening here? Surely any decent web design company can provide a website for a doctor’s surgery? The specific company might provide a tiny little bit more knowledge, but surely the knowledge required to write a decent website is around 99 percent of the knowledge required to write a doctor’s surgery website. Surely, handling payments from parents for school activities is just the same as, well, umm, handling payments, and there are plenty of companies that do that perfectly well.

This, of course, misses the point. The potential customers don’t know that. To them, they are likely to trust the over-specialised presentation rather than the generic one. Indeed, the generic one might sound a little bit shady, evasive or amateurish: “What kind of web sites do you make?”, “Well, all kinds really.”, “Yes, but what are you really good at.”, “Well, it doesn’t really matter, websites are all basically the same once you get into the code.”. Contrast that with “we make websites for doctors.” Simples, innit.

So that’s my business startup advice. Find an area that uses your skills, find some specialised application of those skills, then market the hell out of your skills in that specific area. You will know that your skills are transferrable—but, your potential customers won’t, and they will trust you more as a result.

I’ve noticed the same with trying to build academic collaborations. Saying “we do optimisation and data science and visualisation and all that stuff” doesn’t really cut it. I’ve had much more success starting with a specific observation—we can provide a way of grouping your data into similar clusters, for example—than trying to describe the full range of what contemporary data science techniques can do.

Similarly with courses. Universities have done well out of providing “MBA in Marketing for XX” or whatever, when the vast majority of the course might be generic marketing skills. Again, the point here is more one of trust than one of content.

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