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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 11, 2012

Diversify Your Base

Do you identify your ideal client by the same point of view you have?  Guilty as charged.  Yes, it makes delivering the value easier; here’s what we miss, though — great clients out there who might be just a little different from us.  And it also allows us to diversify our business so that we are more resilient to industry ups and downs.  And to discover new markets that our competitors can’t reach.

So how do we make sure we appeal to folks who are not like us?  This Fast Company article is a good primer on the areas we need to tweak.  Yes, this 30,000-foot view can sound basic.  Look beyond the advice and apply the examples.  After reading item #2, I am now asking myself:  What value can I provide younger clients and, what am I doing to reach them?

As we look forward to our 2013 plans, let’s think outside our standard customers.  Let’s stop and explore the possibility that there are others we would like to play with.  The answer might open the door to exciting new opportunities.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.