Thou Shall Divide and Conquer
Core expansion is far different than extension. Extension is often referred to as franchising, licensing, line extension, or branching out — also known as conglomerating. In this context, I am referring to expansion by division.
If you’re a specialist in your field — which I hope you are after reading this book — and you offer only one type of service, you can expand from within by dividing your core (your product or service) into multiple, smaller components.
This helps to do 3 things. 1) It doesn’t take away from your category or specialization. 2) It increases your hit ratio when targeting clients, since some of them might be interested in your entire package while others may be interested in only a portion of it. And 3) it increases the aura of expertise you project because you refrain from spreading yourself too thin.



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