“Full service” sounds strong, but it’s actually some of the weakest positioning. Here’s why saying you’re “full service” hurts you: 1️⃣ Prospects don’t search for generalists. They want a wedding photographer, not a “creative image maker.” 2️⃣ Offering everything dilutes your message. A store that offers “oil changes and pizza” doesn’t sound appetizing. It sounds confusing. 3️⃣ People are used to paying more for a specialist. Generalist doctor = $130k/year. Specialist surgeon = $400k+/year. My former agency didn’t break $1M+ revenue until we outwardly focused on design systems. That’s when clients said: “We couldn’t find anyone like you.” What’s one service you can stop offering to sharpen your positioning?