The Importance of Niching Down

As the pandemic hit, you're feeling your potential clients go through your proposals more with the fine-tooth comb. So we didn't niche down to a certain extent, but it's business type rather than industry. We knew that the way that those agencies worked and operated and built their models was not going to cut it in today's world. And so similar to what Mike is saying, like we need to differentiate, we need to stand out in a crowded market.

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