“Stay in your lane.” We hear it all the time now — in our professional lives, in our personal lives, in our relationships. It’s a turn of phrase that advises us to stick to what we know, guides us to specialize instead of generalize and encourages us to find a niche market and hold on to it. Sounds like good advice, right?
I’m not so sure, actually. When I launched my PR business over a decade ago, I did just that: I concentrated on the market segment I knew best and aimed my services at only them. But over the years, I found myself curiously peeking into different industries, wondering how my business would change and how I would evolve personally if I pushed myself to try to enter new business sectors.
