The Messy Middle: Finding Your Way Through the Hardest and Most Crucial Part of Any Bold Venture

by Scott Belsky

Here’s a quick exercise. First, make a list of the key characteristics and values of the major players in your industry. (If you’re a freelancer, this could be other people your clients consider hiring. If you’re a start-up, it could be the industry incumbents or your competition.) Perhaps they can offer a cheaper price to their clients, a focus on customer service, the speed of delivery, or the variety of different services offered. These are the factors that customers and clients weigh when determining who to work with. Now, make the same list for yourself and your business, but focus on the things you want to be known for. Perhaps you want people talking about the quality of your work, but you don’t mind if it takes a little longer or is more expensive. Or perhaps you want to be the go-to provider for last-minute projects and refuse to take on larger projects that would compromise your flexibility. Conscious trade-offs are a competitive advantage when the result is dedicating more focus and energy to what you’re best at.