Being generic feels safe — bigger audience, more customers.
But in a competitive market, generic = invisible.
If you try to do everything, you don’t perfect anything.
The market rewards specialists, not generalists.
Why Niche Wins
People don’t choose the “average” option.
They choose the best option for what they want.
On Zomato:
- Multi-cuisine restaurants blend in.
- Specialized Italian places get picked when someone wants Italian.
When people want Italian, they think Italian, not “the place that sells everything.”
If you sell everything, people assume you’re not great at anything.
The Exception
In a non-competitive market, being generic works.
If you’re the only option, customers want availability, not specialization.
But once competition appears, focus becomes survival.
Niche = Advantage
A niche gives you:
- Clear identity
- Strong trust
- Loyal customers
You don’t win by appealing to everyone.
You win by becoming the obvious choice for someone.
Master one thing first. Expand later.