The Specialization Premium
Specialists keep two to three times the profit generalists do, and the reason is decided before the sales call even starts.
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The mechanism
The chart is two bars of profit kept. The generalist bar sits at about 13 percent; the specialist bar is more than double at about 32 percent. The note explains the gap isn't about running a tighter shop - it's that a specialist's prospects show up already sure they're a fit. A generalist has to defend price because buyers can't tell them apart from the next shop; a specialist gets to set it.
Part of Positioning. Who you are for and why you are the obvious choice.