The St. Bernard Principle. Why Specialists are the Alpha Dogs in Business

If you were looking for a "Dog Company" to help you cross the Alps in treacherous weather you'd probably choose "St. Bernard LLC" because they've specialized in that since the 1700s. We all want to deal with specialists in business. Most small and mid-sized specialist companies outperform their generalist competitors because they hold so many competitive advantages. They gain higher margins, can compete in a wider geography, have simpler elevator speeches, and market more cost effectively. The St. Bernard Principle shows you why you want to be a specialist and helps you figure out how to be the St. Bernard in your industry.