How to Find Your Focus
With Ilise Benun
“I narrowed our area of specialization after seeing how much easier and more effective that made marketing. Once we did that, the opportunities seemed more abundant, not less. Best of all, I'm working with more my dream clients doing my dream projects.”
“If it weren’t for my niche, I’d be another aging creative director competing against 22-year-old kids that charge a quarter of what I do.
As scary as it was for me to decide to market to publishers and the publishing industry, it was at that point that everything shifted. It was the toughest decision we ever made, but also the best move we ever made. "