Articles - Page 10
“Take away my people, but leave my factories, and soon grass will grow on the factory floors. Take away my factories, but leave my people, and soon we will have a new and better factory.” -Andrew Carnegie
Strategies can change, but values don’t. Your company’s values are the glue that holds it together. They’re what forms the culture of your organization, attracts the right people and helps you serve your clients.
Niche marketing is not an all or nothing strategy. A firm can specialize in a targeted niche, and still service general clients. We call this is a vertizontal strategy, which is the combination of serving vertical and horizontal markets.
A vertizontal strategy combines specializing in a specific niche—the vertical—while still taking on general clients—the horizontal. This approach is highly effective for professional services firms operating in regulated environments like accounting, legal, insurance or financial services.