Yesterday, through the lens of an underwhelming tiramisu I had on vacation, I discussed narrowing your service down to the part you do exceptionally well.

Funny enough, on the same trip, I came across a cafe that had done just that.

It's called O Melhor Croissant — a Portuguese chain specialized in, you guessed it, croissants.

You walk in and the first thing you see is a baking sheet full of fresh baked croissants.

No bagels. No muffins. No salads. No soups.

Just croissants.

Beautiful, photogenic, deliciously fragrant croissants.

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It’s pretty straightforward to see the benefits of slimming your business offering down squarely around your specialty — this cafe probably has the prep, production, and quality of these croissants down to a science…

This allows for a high-consistency experience for those in the mood for a croissant, and a high-volume, high-margin operation vs. a cafe with a more varied menu.

Where consultants get hung up on specialization in their own business is: “is that too narrow of an offering?” or “won’t I get bored?”

Well, look at O Melhor did:

THIRTY different ways to order their croissants, plus even more options for customization.

Essentially, any way you want a croissant, you can get it here.

In this model, the cafe can streamline their operation around their point of differentiation (croissants), but still satisfy the preferences of a broad base of customers.

Do you think their employees get bored with all that variety?

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So, what’s your bread-and-butter (croissant pun intended)—that is, the signature service you deliver exceptionally well and could be known for?

Don’t be nervous to sell just that.

Like the narrow yet varied menu at O Melhor, the unique application of your service to each client will still provide you with sufficient novelty.

💡

-Wes

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P.S. Want to kick around ideas about your service design or positioning?
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