Corpse at the bottom of my coffee cup

Philip Morgan

Earlier this morning I was finishing up my first cup of coffee for the day.I make my coffee with an Aeropress and 50% more beans cause I want 'em reeeeeal thick and juicy. Oh, sorry, just started channeling Sir Mixalot for a second there...Sir MixalotAnyway, I like my coffee thick and dark.I drank the last sip of today's coffee and saw a dead spider at the bottom of the cup. I hadn't noticed it before because of the aforementioned thick and darkness of my coffee, and also because I often get up at the butt crack of dawn and make my first cup of coffee while I'm still half asleep.This makes me think of risk, particularly the risk of specializing.Some types of risk make themselves known going in. You know you’re getting into something risky, you feel it right away, and you can start worrying (or better yet, doing something about it) early.I suspect that many of you fear that the risk of specializing is a different type of risk.A “dead spider at the bottom of the cup you only discover at the end of the process” risk.A sucker punch type of risk, like you’ll do everything right and still get a bummer result or, worse, damage your business even though you didn’t do anything “wrong” per se.**How do you mitigate against this risk?**One of the best ways is by talking to your target market--people who would know whether your intended way of specializing has strong economic value to them. By asking good questions and by listening a lot, listening deeply, and listening very carefully.If you'd like assistance with this process, check out

Know a self-employed software developer who might benefit from specialization? Send 'em this free gift! Details here --> /referrals/