What’s Your Signature Dish?

Too many businesses in the creative and consulting industries today feel like restaurants with endless menus. Same dishes. Same portfolios. No flavour.

Everyone’s trying to serve everything — to everyone. But somehow, no one leaves truly satisfied.

We explain our case studies. We talk about how we cooked that one great dish for a client two years ago. But the question is: Can you cook it again — with the same excellence? And even more: Will it match my taste?

It’s not just about writing a shorter menu. The deeper challenge is knowing what you want to serve — and committing to it.

And I get why that’s hard. When you look back at last year’s projects and see that people ordered all kinds of random dishes from your extensive menu, it feels risky to cut anything. Why limit yourself?

But here’s the truth: we need a radical shift in perspective. We need to leave the “corner diner” mindset behind — the one where we put out a big menu, hope for foot traffic, and take whatever orders come in.

That model worked for a long time. The network delivered. Agencies buffered demand. A menu and a few case studies were enough.

But that era is over.

Clients think differently. The agency model is dissolving. The context has changed — and so must we.

From commodity to clarity.

The corner diner — the commodity category — is no longer enough. It’s time to enter the fine dining space.

That means

– Serving fewer dishes
– Serving with intention
– Serving what only you can

Your Signature Dish is the thing people remember — and the reason they come to you. It expresses your value in its clearest, most compelling form.

How do you discover it?

First: Don’t ask your clients. That’s like inviting them into the kitchen and expecting them to cook the dish you are supposed to be known for. They’re guests — not chefs.

Crafting a Signature Dish begins with deep self-reflection:

– What are the ingredients I love to cook with?
– What kind of preparation is my specialty? Do I roast? Steam? Reduce?
– Do I lean toward the bold or the subtle? Structure or spice?

And beyond what you cook well:

– What combinations feel unexpected for your guests?
– What focus would feel radical, original — and still deeply true?

Think of Berlin’s fine dining scene a few years ago. While others obsessed over rare, imported ingredients, these chefs went radically local.

That’s the move: clarity and courage. Excellence, yes —but directional excellence. Not just being good at many things, but being unforgettable for one.

Eventually, it comes down to this: Are you ready to be known for something?

To be seen — and judged — by your Signature Dish?
To commit to it, refine it, repeat it until it becomes unmistakable?
And one day, when the world shifts again — to create the next one?

Because in the end, your Signature Dish is the value you create in your market. It’s your identity on the plate. It’s what makes people come back — and tell others to try it too.

If you’re curious what your Signature Dish might be — or what ingredients already live inside your business — I’ve created a new entry point:

The Signature Business Assessment.

A structured, thoughtful process to help you understand:

– Where your business already carries your signature
– What’s aligned, what’s missing
– Where I see the strongest economic leverage for growth

You’ll walk away with clarity, direction — and a distilled strategy document to guide your next steps.

Warmly,