Horizontal vs. Vertical

Most services firms are horizontal, in that they can provide their services to any type of client. This is good and bad.

Being horizontal means a firm can market to any company that at some point might need their services. This makes the potential market for a firm big. This is appealing to the leaders of services firms because it creates more possibilities for client referrals and serendipity.

On the surface being horizontal for services firms seems appealing. Do more with more. But often when you are marketing to everyone you are marketing to no one. As a…