Have a product line and stick with it. You can't be everything to everybody. Specialize and dominate that area of the market rather than spreading yourself too thin. Have a product with a system that is predictable, reliable, and accurate.

This article has a prerequisite article, you can find here, but a quick summary: Once you know who you NATURALLY are (your business) and what you NATURALLY do better than others (your products and services), you can figure out who NATURALLY wants to buy them at a premium.

Business is good in the woodworking industry. Maybe even “too good” for those feeling the pressures of keeping up with demand, in a very challenging time for supply chains. Door sales are through the roof? Great! If only they weren’t ordering so much white oak. (Did your rep just call and say it's going up, again?) How are you going to keep taking on jobs when MDF is nowhere to be found? We’re all in this together: thankful for the work, yet struggling to keep up. In that context, It can be tempting to turn on autopilot and stop innovating.

In an abundant market saturated with sales opportunities, yet plagued with supply chain and labor shortages, finding your niche is paramount. Hear me out. Being able to zero in on a niche target market (or even better, a target persona) and the products they want is a superpower of ultra successful companies. Trying to be everything to everyone is a good way to be mediocre and please no one. The old adage “Jack of all trades, master of none” sums it up nicely.