I talked to two extremely talented email designers today. This is what they do, and they do it really well. There are a lot of companies with email newsletters and almost no specialty design shops to make them great.
Then they said, “We really want to get into all kinds of ecommerce design.”
I really hope they don’t. They’ll just be one of a million no-name design firms, even if they are fantastically good. There’s just no way to break through when you do the same thing as everyone else.
You always want to be the go-to-guy, the must-call, the one-and-only. Which means you need to be a specialist. Drop all the other clutter and be the greatest at something.
As usual, Hugh MacLeod sums it up elegantly here: