Paul Welsh's new book, the St. Bernard Principle, emphasizes the importance of specialization. He argues even if you don't feel your company is specialized, it's important to clearly identify the market you serve. If you don't, others will put your company in a niche for you. He recommends specialization and doing what you already do best and splitting off a separate company to deal with the "general" business. By doing so, new doors will open up, and your company will have a competitive advantage over generalists.

Welsh discusses the last 30 years of marketing in Kansas City from founding Nicholson, Kovac, Huntley and Welsh and Kansas City's Metropolitan Entrepreneurs Council to authoring his first book.

For more information and to contact Mr. Welsh, go to welshwrites.com.