I hate that term. One stop shop. There’s no creativity. No emotion is evoked. The companies that successfully get off the ground do one thing great. Google does search. Microsoft does desktop software applications. Wal-Mart does low cost retail. Apple does product design. Yes, I realize that Google does more than search, and Microsoft does more than desktop software applications, but that peripheral stuff did not make them great companies. They became great at one thing, and then branched out into other markets. When we get to be successful, we can do the same; but for now let’s find the one thing that’s going to make us the best in the world, and stick with it.
The internet has eliminated the “one stop shop.” For the most part, I’m only stopping at one shop to buy your product or order your service – my home.
Here’s an example. Let’s say I’m in the process of installing an alarm system and a home theater system. I’ve seen plenty of companies that bundle these services together. When I’m installing my home theater system, I want the installer to place the speakers in such a position that it maximizes the acoustics of the room. I don’t want to pay thousands of dollars for there to be an echo.
Likewise, when I’m installing a house alarm, I want the installer to make my house as safe as possible – making sure that the motion sensors cover the most vital parts of the house. I also want to have my system serviced by a company that is going to respond to the alarm immediately.
As a small business, it’s impossible to be great at both. They require two completely different skill sets and product lines. What the internet has done – especially Google – is make it just as convenient to make two unique searches on two unique companies as it is to make two unique searches on the website of a single company. Instead of trying to sell me both services, and failing, succeed at selling me one.
As always, I would love to hear your thoughts.
{ 1 comment… read it below or add one }
Specialization can be a key to success, but it becomes all the more important to be the shining example of achievement in your stratum. If we as consumers have several specialists to turn to for a specific need, we’re likely going to be looking at secondary characteristics to help us make a choice between them.
Which secondary characteristics matter most?