The wider you spread it, the thinner it is.
The law of raspberry jam - credited to gerald weinberg
I first came across this in one of Gerald Weinberg’s books on Consulting (The Secrets of Consulting or More Secrets of Consulting). It hit me immediately: this applies everywhere.
Like with:
- Your positioning. Try to be everything to everyone, and you’ll be nothing to no one.
- Your commitments. Overcommit and you’ll end up in Time Debt. You’ll — paradoxically! — try and do too much and accomplish little.
- Your relationships. Too many social relationships (see: dunbar’s number) or close personal relationships, and you’ll spread yourself too thin.
- Your marketing. If you try to do too many channels, campaigns, goals, or projects at the same time, you’ll spread it too thin.
Often, when there’s a challenge in your business, it’s because you’re violating the law of raspberry jam and you’re spreading it too thin.
In my work as a coach, consultant, marketing team member, and fractional CMO, I’ve seen companies struggle when the founder(s) spread themselves too thin — chasing shiny ideas, starting too many projects, and overwhelming their teams with too many competing priorities. (e.g., “These are your six priorities.” Excellent, which is #1? Pause. “These are your six priorities for the quarter.”)
I’ve seen companies thrive because they focused on doing fewer things better and said no to distractions.
How to win with the law of raspberry jam
Focus.
Don’t be seduced by “just one more [audience, opportunity, product, feature, project, goal].” Pick up a single piece of toast and load it up with jam.
The wider you spread it, the thinner it is.
There is only so much whatever — time, money, attention, market share.
Focus. If you want real success, stop spreading yourself too thin.