Marketing for architects and creatives: why specialization beats variety — embracing the courage of decisive focus

Many creatives, architects, and service providers see broad positioning as freedom: Don't commit to one direction, keep all options open. But those who don't make clear decisions in business – for or against something – become interchangeable. The supposed variety costs more than it delivers, often leading to price wars. If customers struggle with yogurt variety at the supermarket, how should they navigate larger investments and diverse service offerings? Why bold focus liberates – and how clear positioning becomes a decisive competitive advantage that attracts the right clients.

I recently came across the observation that people are increasingly reluctant to make decisions. US psychology professor Barry Schwartz experienced this firsthand when trying to buy jeans: "Slim fit, easy fit, relaxed fit, baggy or extra baggy?" the saleswoman asked. Schwartz tried on the entire stack, investing not just time but "self-doubt, anxiety, and dread." He just wanted jeans! This frustration led him to write his famous 2004 book "The Paradox of Choice." We could call this the paralysis of choice: the fear of making a wrong decision is so great that we'd rather not decide at all.

An extreme manifestation of this is the no-show phenomenon in restaurants. Out of pure decision anxiety – or the desire for maximum flexibility – guests book tables at multiple restaurants for the same evening. No-show rates in major cities now reach up to 20 percent. Have we all really become so decision-averse?

Here's the thing: it doesn't have to be fear-driven. On the contrary, many see keeping all options open as the epitome of "freedom and flexibility." Particularly in creative fields like architecture, there's often a belief that you shouldn't commit to specific types of projects. Better to tackle every challenge – that's where the appeal lies. Specialization might constrain creative freedom. Yes, I can understand that. However, what costs at most a restaurant table in private life becomes risky in business. Because what looks like decision-aversion is often simply a lack of positioning. And that doesn't lead to freedom, but to comparability – and ultimately to price competition. Those who don't stand for something specific, and thus don't stand out through their communication, get overlooked.

Here in Germany, numbers tell a story

Around 27,000 small architecture firms (solo practitioners and teams up to 10 people) compete in an increasingly tough market. Many struggle with project pauses and fee pressure. Add to this the fact that marketing remains somewhat taboo in German-speaking countries – traditionally seen as "not quite professional." This makes clear positioning even more essential: if you're reluctant to actively promote yourself, you must stand out through a sharp focus and what you specifically stand for.

This brings me to the thought that courage in decision-making could be a way out – perhaps through sharper positioning or a specialized offering. Of course, there's no standard solution – every industry has its own rules. Nevertheless, no longer presenting yourself as "just one of many" brings clarity and power. It helps you stand out from the competition and be recognized for something very specific. And thus attract the clients who fit.

Examples of sharpened positioning

Financial advisor Carina (fictional) has specialized in helping women build wealth and close their pension gap. Sounds good at first – after all, she'd have roughly 50 percent of the population as her target market. However, there are now many such financial coaching services for women. So this is actually generic, not a true specialization. How much more powerful is her decision to position herself like this: I support single mothers with children. Especially since she's a single mother herself who has successfully built wealth. She knows what she's talking about. This kind of focus can be a good step out of comparability for many in the creative industry as well:

Photography „I photograph for everyone and everything – from events to portraits to products" competes with thousands of others. Those who consistently specialize in architectural photography, business portraits, or wedding photography can become the first choice in their niche.

Design A designer who creates corporate design specifically for organic food startups (very sharp) is found faster and better by potential clients – and can command higher prices.

Interior Design „We design all types of commercial spaces" is generic. A studio that specializes in the conversion and design of dental practices knows the workflows and design and hygiene requirements and becomes an industry specialist.

What will you choose to stand for?

All these creative professionals have understood one thing: true strength lies not in saying „yes” to everything, but in clear, courageous focus on what matters. The market rewards those brave enough to make a decision – and stick with it. Your next client isn't searching for the generalist who can handle „a bit of everything.”. They're looking for the expert who solves their specific challenge. Be that expert.

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