In the early decades of the 20th century, David Devant had many imitators, but few peers in the world of magic. After watching a show by Fred Culpitt, Devant asked the young conjurer how many tricks he knew. Culpitt replied proudly, "About 300." Devant nodded, and said, "I know only eight, but I know them very well."

In that moment, Fred Culpitt received a life-changing lesson about focus, and he knew it. Culpitt frequently retold the story as a lesson to others.

Master Positioning

In this season of reflection as the year comes to a close, think about how David Devant's wisdom applies to your business.

I have no doubt Devant could do many other tricks--and do them more than competently. Yet, Devant positioned himself in the public mind (his brand) as an unparalleled master by focusing on only eight.

Versatility may increase client satisfaction after the fact, but it doesn't get you hired in the first place. What gets you hired is how you improve the client's business.

[bctt tweet="Too often ideal clients are idealized, mythical entities who don't actually exist. Best Clients, by contrast, are familiar and concrete." username="brucelafetra"]

David Devant wasn't famous because he was the master of eight magic tricks. He was famous because he had a deep understanding of his audience. The eight magic tricks were merely the vehicle for delivering what the audience was paying for.

Gaining Powerful Focus

Leaders in fields ranging from accounting to magic know to position their offering around the exceptional value they create for clients. Here are a pair of tips for creating powerful focus:

1. Know why clients select you. You may get considered because of your expertise and experience, but clients actually hire you to improve their business. It's not what you do, but what they can do because of what you do. If you don't know what that is, you're guessing.
2. Pursue Best Clients rather than ideal clients. Too often ideal clients are idealized, mythical entities who don't actually exist. Best Clients, by contrast, are familiar and concrete. You already have a bunch.

Best Clients Are a Treasure Trove

The better you understand your Best Clients, the better you will understand where and to whom you are a great choice. When you know why you win, you win more often. When you focus on why you are a better choice for your Best Clients, you stop playing the "How we're different" game. Clients want better, not different.