Everyone needs oxygen. Everyone needs water. Not everyone needs your product or service.

That’s a good thing. You can’t reach the whole world anyway – it is way too expensive. Leave that to Coca-Cola.

It is far better to find your niche and master it. Hone your skills until you are the “go to” person in your field. Have them say, “Get me Sue Smith on the phone. She’s the best deep-dive salvage contractor in Maine.”

Your own little corner of the world can be quite profitable, and the control you have over your time and the projects you choose will make you the envy of your friends at Coca-Cola.