As entrepreneurs we all know that there is a lot of competition out there, lot’s of companies and brands vying for the attention of would-be customers, lot’s of marketing noise. The trick is finding a way to stand out from the crowd, and one of those ways is to position yourself and your business as a specialist. Increasingly, discerning consumers are looking to make purchasing decisions based on a company or brand’s ability to deliver a truly great experience, not just a world-class product, due to their status as a specialist. Whether it’s a chocolatier creating exquisite handmade chocolates using only the finest local ingredients that celebrate a particular region or country; or a perfumier creating memorable, pure fragrances that use essential oils and natural ingredients sourced from one specific location; or a translation services company specializing in African languages, to name but a few. So if you really want to differentiate yourself and your business in the marketplace, look to accentuate your specialism and talk to your specific target market instead of trying to focus on being all things to all people.