The sign was in the perfect spot—right next to the traffic lights at a notoriously slow moving T-junction, to maximise the number of people who would see it. The message was clear:

“NEED A WEBSITE? 04040404040”

What’s also clear is that the people who call are not likely to be the customers that the web designer is hoping for. It’s hard to do meaningful work when you try to appeal to everyone, because you end up competing on price instead of quality, hours clocked instead of value delivered.

Anyone can build ‘a’ website. It takes guts and talent and commitment to become known as the go-to person for ‘the’ website.

Your work is defined by the story you are asking your customers to believe about you every day.
You are in control of the story you tell.
How you tell that story gives you the opportunity to choose what you do and who you do it for.
Why not aim to be in a category of one?