Know why you do what you do.
There’s nothing more powerful than engaging yourself and the people around you in something that matters. Making money is a result of doing lots of things in tandem, and largely rests on the “why & how” of this business. The “why” pulls talent and clients toward you, keeps you motivated and sets the stage for high-performance. The “how” is a combination of your strategy and your business processes.
Make your brand/marketing message concise.
People can’t say “yes” to what you offer if they are confused or uncertain. Don’t worry about being too narrow in creating your niche. When we try to be everything to everybody, we paradoxically end up being nothing special to anybody.