As the holidays near, you might be spending some time shopping this weekend.

Buying gifts for family and friends.

Stocking groceries for a fuller house than usual.

Picking out a new outfit for a special party or event.

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Most likely, you could get something suitable for any of those needs from a big box store or even Amazon.

Yet, take notice of where you go for each of your purchases.

Chances are high that you’ll find yourself going out of your way, to very specific stores, for very specific things.

Even when there’s a one-stop, possibly even cheaper option available.

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Why? Because each of those things on your list represent a unique problem.

And unique problems beget specific solutions.

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Perhaps a thoughtful candle gift from a local boutique rather than the standard stock at your pharmacy.

Perhaps a cake from your family’s favorite bakery, rather than the grocery store.

Perhaps a splurge “impress dress” from Nordstrom rather than browsing through Amazon Fashions. (No shade.)

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As a one-person retailer — yes, thats you!

You have a choice to make.

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You could be the big box store.

Competing for the masses on convenience and price.

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Or you could be the speciality shop…

Attracting customers with your deep expertise and intuition…

On something they care enough about…

To go out of their way to get it right.

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💡

-Wes