The Best Business Advice for Professionals

Tom Asacker, guest blogging for Fast Company’s Blogjam shares this tremendous insight into building a business:

Today the game is all about going deep, with highly relevant products and services and particularly information, into a unique subculture. Forget about things like reach and frequency. The future of branding is collaboration with -- and for -- a passionate subculture of like-minded people. It's no longer wise to be famous for fifteen minutes. Mass market celebrity is fleeting. Instead, become famous to fifteen people.

I think Tom is right on here.  Because small-firm lawyers, architects, accountants, and other professional service providers will never be able to serve the mass market anyway, it is important for them to take Tom’s advice to heart.  Identify 15 people/businesses you want to serve.  Now, how can you be famous to them?