In order to pinpoint your Right Problem, you’re going to have to give up the belief that your message should encompass everything—or even a broad range of problems. It’s okay to have broad capabilities, but if you want to be truly successful, the core offering you market needs to be narrow, narrow, narrow. Why? Because research shows, unequivocally, that clients look first for experience with their specific problem and situation. To make it into their consideration set, you need to be a specialist, not a generalist.
