This is Mike Michalowicz’s second visit on the Commanding Business podcast. During this episode, we announce the release of and have an in-depth conversation about his new book, Surge: Time the Marketplace, Ride the Wave of Consumer Demand and Become your Industry’s Big Kahuna. Mike describes why companies who want to succeed need to commit to a niche and then master it to attract customers, why a general practitioner doesn’t experience the same surge as a specialist and why he vows to eradicate entrepreneurial poverty.
[1:00] A reader’s question led Mike to write a book to help businesses find explosive growth by correctly timing the market.
[3:55] Mike describes the process of selecting a narrow niche and identifying its potential.
[4:29] In his personal mission to eradicate entrepreneurial poverty, Mike identified bookkeeping as the niche with the most potential.
[6:16] How to overcome a scarcity mentality when picking a focus.
[10:39] S is for Separate. When clients are selective they are invested in the outcome.
[19:25] U is for Unify. What movement does a business need to unify their offering?
[24:33] R is for Rally Cry. A reason or purpose to defend yourself and your product.
[28:37] G is for Gather. Evaluating what is working and what is not working through observation.
[34:49] E is for Expansion. Find what is working and duplicate it in complementary niches.
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