(majestic orchestral music)
- Last one, specialize by service.
So, similar to product specialization,
this is about narrowing down a wide
range of service offerings to the one that is
most compelling for the target market.
So, let's say a freelance writer might
choose to specialize in just corporate slogans.
Okay?
Or a graphic designer can say,
"I only do banners,"
or, "I only do digital book covers."
Bam, narrow that right down, way down.
So specialize by service.
Similar, depends on what you do.
So, Walt Disney is a pretty good example.
Now, in this way, it's more than just
specialize by service, Walt Disney's actually--
How many have heard of Walt Disney?
Just make sure, okay, yeah.
They have a little business, little theme park,
called Disneyland, okay?
So, Walt Disney is actually
specialized by exceptional service.
Let me give you some example.
So, Walt defined conventional wisdom,
defied conventional wisdom, creating Snow White
as a feature length animated film.
Groundbreaking.
Opening Disneyland at a time, if you study again,
Walt Disney history, at a time amusement parks
are known as kind of dirty, unprofessional,
and dangerous at the time.
Not very family friendly, okay?
Walt changed that, revolutionized the idea
of customer service, calling customers as guests.
How many of you have been to Disney or Disneyland, yes?
Guests, not just a customer,
and employees as cast members.
And insisting moment of a guest experience
must be crafted into magic.
Also, Disney battled with animators over personal credit,
wanting to release films with only the Disney name,
not their personal name.
He knew that the public's recognition
and identification would be invaluable.
Let me ask you a question.
How much now, the Disney name is worth?
A lot of money.
By the way Andre, Gordon, and Mike, just one example.
A round of applause?
(audience applauds)
So, hi Andre.
- [Audience] Hi, Andre.
- So, Andre, tell them what you do.
- [Andre] I run the only firm in the world
that helps business owners trademark their brands
for a single flat fee, with a hundred percent
money back guarantee.
- Is that specific?
- [Audience] Yes.
- Okay, so when you come up with your own brand,
whatever it is, what you wanna be known for,
is it a good idea to trademark it?
- [Audience] Yes.
- Yeah.
Last thing you want, you wanna sink in a whole
bunch of money on marketing and promoting your brand,
and some moron just trademark the name,
and you can't use it anymore.
Last thing you wanna do.
So, trademark, legal questions, talk to Andre.
Okay, round of applause.
(audience applauds)
- Thank you.
- [Andre] Can I add onto that?
- Go ahead.
- So basically, when I do, what I, in teaching
in Twelve Block Trademarks,
the one thing I always mention is this:
Can you guys think of any successful business
without thinking of its brand?
- Mmmm.
- [Andre] The answer to that is no,
because the brand is what everybody's
thinking about and about your business.
So that's valuable, that's what you're protecting.
Thanks.
- Awesome, round of applause.
(audience applauds)
So, Walt Disney today is still viewed as a kindly father
figure, thanks to the high
visibility on TVs or films.
Also, the Disney Channel, okay?
So we'll look into that.
So we've talked about how many ways?
Seven ways to specialize.
So, take five minutes to discuss among your table,
which way makes sense for your business for what you do.
Okay?
How do you want to specialize?
Out of the seven ways, what makes sense for you, personally?
Maybe someone who has not gone to the mic before.
Anyone, Mila, okay.
Let's have one more.
There's someone from the back?
Anyone from the back?
Yes.
Okay, just introduce yourself.
- [Mila] Okay hi, I'm Mila Brenda.
- Hi, Mila.
- So, I was thinking when we are going through all this,
you said, "Pick one."
- Yes.
- [Mila] First of all, I kind of think that
I have all seven.
- Yes.
- So, I kinda think I'm rockin' it out of the park.
So, this is the deal, right?
I specialize by ability, by the way everybody,
I'm the Tarot professional for entrepreneurs.
(audience applauds)
I help healers grow and start
their businesses to be profitable.
Anyways, 'cause that happens that
they're not profitable, quite a bit, so.
So, I specialize by ability because of my intuition,
and my connection to spirit.
And then I specialize by behavior because
I had a Meetup group and then I let it go.
But I am a leader, and I've always spoken,
I've always been a public speaker so,
that's part of it, whereas a lot of people
in my profession such as a tarot reader,
aren't going out and giving seminars
on how to market their websites, so.
And then, specialize by lifestyle when I go
to the Okanogan every summer and that's
where I do all my YouTube videos,
where I'm hiking or I have my dog in there,
or whatever, you know, okay.
And mission, I wanna help--
I actually kinda refined my mission
since I talked to you yesterday.
I want to impact 100,000 spiritual entrepreneurs
to start build and grow their own profitable business.
- Very nice.
- [Mila] And by product, not so much right now.
But specializing by profession, I'm really after
just the spiritual entrepreneurs.
Healers, readers, psychics, mediums, whatever,
holistic nutritionists, and all of that.
- Very nice.
- [Mila] And specialized by service,
and I've actually found a 97% return rate.
And I'm the most expensive.
So, I think I'm doing okay.
- Yeah, round of applause.
(audience applauds)
So, yes?
- [Tiffany] Hi, I'm Tiffany.
I'm a training and development specialist.
- Hi, Tiffany.
- [Audience] Hi, Tiffany.
- [Tiffany] I've decided to specialize by service.
So, I can do a lot of consultation,
and contracts that way, but for me,
training and workshop in the classroom
area is actually what I specialize in.
I do workshops, facilitations, and I do specific programs
to maximize people's time management and team building.
- Very good, round of applause.
(audience applauds)
- So you see, you could specialize more than one way.
You can have all seven.
You can have all five.
You can have all three.
It's perfectly okay, but last thing you want,
is you have none.
Even one is good.
Start with, let's say specialize by profession.
You only wanna serve a certain market.
That's good.
And then from there, you may say,
I wanna specialize by product or service,
or specialize by ability, because I've been
doing it for so long, got so much experience.
Does that make sense?
So, seven ways you can do it.
(majestic orchestral music)