There's a race to the middle.

Almost every ad agency, PR firm, design shop and media company is in it.

The finish lines is being all things to all clients.

"Yes, we can do that for you!"

A friend of mine at a national PR firm noted his agency is now buying broadcast media. Yes, a public relations firm buying media. They already produce TV commercials. And build apps. About all they don't do much anymore is write press releases.

Of course, this race is near impossible to win. It's like trying to cover a king size bed with with a standard sheet.

And just being in the race means your firm is likely struggling to do well what it did well in the first place.

Unless you say "no." Growth doesn't have to come from diversity.

Or only "perhaps." Does entering the race away from your firm's core strength towards the middle strengthen your core, or dilute it?