If you’ve even dipped a toe into the entrepreneurship waters, you’ve heard the “To Specialize or Generalize” arguments. You may be uncertain about whether niching is appropriate for you, afraid to pigeonhole your business by selecting a single specialization and — to borrow a phrase — putting all of your eggs in that basket.

On January 24, Joseph Aldrich, Principal Consultant for The Cypress Group, will guide IABC’s IndyComm group through an exploration of whether positioning yourself as an authority in one subject area is the right choice for your business.

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Aldrich will encourage the group through interactive discussion looking at brand voice, the ways in which you amplify your message (including where and how often), who constitutes your audience, and your own internal metrics (c’mon, you knew data would be part of this!). He will conclude the speaking portion of the evening with his advice to independents and consultants for continuing to re-evaluate and drive tactics for ongoing success in this area.

Following the presentation, Aldrich will host a Q&A for those looking to get answers to their burning niche questions.

About the speaker:

Joseph Aldrich

Joseph Aldrich
Principal Consultant
The Cypress Group
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Joseph Aldrich founded the integrated marketing firm The Cypress Group in 2008 to help both up-and-coming and established brands reach new heights of prominence through strategic public relations and communications planning. His clients can be found at the top of influencer lists for the shelter industry and luxury service providers. A frequent public speaker and design trend visionary, Aldrich is a recognized expert contributor to shelter publications, and an active member of a number of associations in his field.