At Scaled, we see one trend play out across almost every boardroom and market segment we work with: the specialists are winning.

In this short video, Scaled Founder, Simon Penson, highlights why market dynamics have shifted in favour of focused, niche players, and how specialist positioning has become the defining growth strategy for modern B2B businesses.

This isn’t opinion, it’s a pattern. Across dozens of B2B businesses, from SaaS and software platforms to agencies and recruitment consultancies, those that have defined a clear niche and built deep expertise within it are outpacing their broader peers.

The Post-COVID Shift in Buyer Behaviour

Since COVID, competition has increased dramatically. New entrants have flooded the market, but so too has the buyer matured. Today’s buyers are more informed, more discerning, and more digitally literate than ever before.

Faced with abundant choice, they no longer look for general capability. They look for partners who speak their language, understand their market context, and can demonstrate genuine expertise in solving their specific problems.

This evolution has created a clear truth: depth now beats breadth.

Why Industry-Specific Knowledge Wins

Specialists succeed because they combine technical capability with contextual understanding. They know the vocabulary of the industries they serve, recognise their clients’ most pressing pains, and understand how those pains connect to commercial impact.

That ability to connect execution to relevance is what builds trust, and trust is what converts.

Across the boards and businesses Scaled supports, the consistent growth stories come from those who either began with a focused positioning or have deliberately specialised through a refined go-to-market strategy. They know exactly who they serve and why they win.

Growth Through Specialisation

For legacy firms built on the “we can do it all” model, the shift can feel uncomfortable. But the data is unambiguous: businesses that narrow their focus, master one audience or service, and become the best in the world at it are the ones that drive sustained, profitable growth.

Only once a defensible position and repeatable growth model are established does it make sense to widen the aperture again.

The Direction of Travel

The direction of the B2B market is clear. Specialisation is the new growth strategy.

Buyers reward expertise, relevance, and clarity of purpose. Those who commit to a niche, refine their messaging, and align around a well-defined buyer group are consistently outperforming those still trying to be everything to everyone.

If your business is exploring how to specialise – through positioning, GTM strategy, or proposition design – our team would be happy to share practical examples and frameworks from across the market.

Get in touch to start the conversation.