# Select Your Service

[^note]:
    Recommended reading:
    [1,000 True Fans](https://kk.org/thetechnium/1000-true-fans/),
    [Happy, Smart, and Useful](https://sive.rs/hsu),
    [Landing Pages](https://www.julian.com/guide/startup/landing-pages)

- [Distill skills into services.](#distilling)
- [Claim your domain.](#claim)
- [Seek connected communities.](#communities)
- [Diversify.](#diversify)
- [Plunge.](#plunge)

## Distill skills into services. {distilling}

A skill is something that you can do. A service is something that you can do
_for somebody_.

Nobody cares what you can do, but everybody cares what you can do _for them_.

To distill your skill into a service:

1. What "bad alternative" is available?
2. How does your skill supplant the "bad alternative"?
3. How does your _service_ empower your customers?

[![header examples](/header-examples.png)](https://www.julian.com/guide/startup/landing-pages)

## Claim your domain. {claim}

Choose a comically specific audience.

[For 13 years, Steve Tanner has been blogging about the trash cans at Disney theme parks.](https://www.magicaltrash.com)
Steve Tanner knows how to claim a domain.

There should never be more than 10,000 people that want your service.

Plant giant flags in uncontested territories. Never squabble over crowded plots.

To gauge the sizes of communities, explore
[subreddits](https://www.reddit.com/subreddits/) and
[Google Trends](https://trends.google.com/trends/).

## Seek connected communities. {communities}

[BuildTheEarth](https://buildtheearth.net) members work together in Minecraft
servers. [Toki Pona](https://en.wikipedia.org/wiki/Toki_Pona) speakers hang out
on [discord](https://discord.com/invite/Byqn5z9) to practice. Competitive
[Super Smash Bros. Melee](https://www.start.gg/game/melee) players meet at
tournaments across the world.

Remember that small groups aren't always _connected_ groups. Left-handed
violinists don't seek each other out.

Word-of-mouth travels quickly in tight-knit communities. But be careful --
complaints spread faster than praise. Deliver consistent excellence.

Never annoy your community. Synthesize serendipity, but don't pester people.

## Diversify. {diversify}

It's better to offer multiple niche services than to pick one broad one. For
example, never offer "woodwind lessons". Become a regional expert for piccolo,
oboe, bassoon, and bagpipes.

Engage parallel communities. Offer vintage Minolta repair alongside your europop
DJ services.

## Plunge. {plunge}

Offer services _before_ you're ready.

Try your hardest; refund money if you don't meet your own standards.

Nobody should be embarassed by earnest efforts.

---

[^note]:
    This essay is part of [How to Productize Yourself](/productize-yourself).