Shoemaker, stick to your last. “Ne supra crepidam sutor iudicaret”

This proverb goes all the way back to ancient Greece.

The painter Apelles once displayed one of his works in public. A shoemaker pointed out a mistake in how a shoe was painted. Apelles corrected it. But when the shoemaker began to critique other parts of the painting, Apelles cut him off:
“Shoemaker, stick to your last.”

The lesson is timeless: focus on your expertise – don’t stretch into what you don’t master.
Today, I see too many companies ignoring this. They spread themselves thin across too many products and services. The result?
A brand without focus.
A positioning that feels vague.
A sales process that drags.

If I visit your website or LinkedIn profile – can I clearly tell what you are?
Or do I start wondering:
Are you a carpenter, a baker, or a window cleaner?

When you try to be everything to everyone, you end up being nothing to anyone.

Positioning is about cutting to the core. Choosing your true arena – and sticking to it. That’s how you build a powerful brand, stand out, and win market share.

👉 So, have you chosen your “last”?