You’ve probably heard this saying since you were very young: Don’t put all your eggs in one basket. It’s trite, but it persists because diversifying often leads to success, especially for products, customers, and marketing. If you make only one product, have only one huge customer, or use only one method of marketing, you’re putting yourself in danger.
This can be confusing because you’ve probably also heard that you have to focus squarely on one niche. How do you reconcile these two seemingly opposing approaches? As with many things in life, the answer lies somewhere in the middle. You need to start somewhere, so start with one product or service and one market.
