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When Less is More



The limit for the number of books a self-publisher can upload to Amazon in one day is now three.


When Amazon first started, there was no need for such a limit. Now there is.


Yes, that's what AI has brought us.


There are a lot of tools that will help generate quantity and scale.


The problem for service providers who value those tools is that humans are on guard against manufactured expertise.


Moreover, human beings who buy professional services value what 𝙙𝙤𝙚𝙨𝙣'𝙩 scale, such as:


  • a note they receive in the mail, written in your own hand

  • a phone call that's a catch-free check-in

  • asking about their _______________ (kids, grandkids, ailing parent, significant other, etc.)

  • sending a meal after a death in the family

  • an unsolicited endorsement or testimonial


If you're a solo or small firm professional services provider, this is the advantage you have over not only your larger competitors but also over the majority of firms your size or even smaller. The larger firms can't regularly execute the things that don't scale. Many of the firms your size or smaller are too busy trying to game algorithms and playing with AI.


If you want to be memorable and don't want a lot of competition for your service, try doing things that don't scale.

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