The internet is full of niche markets. I'm not talking about all the different things being sold, i'm talking about all the b2b people and services who power everything being sold. Many sites hire 'experts' and 'strategists' who are as specialized as an F-16 pilot. In reality, most of these guys are making a boat load of money by being out-going and knowing just a little bit about something you know nothing about. To tell the truth, chances are your 12 year old daughter probably knows more about Facebook than half these 'experts'.

 These guys go from market to market as the fads change. Last week it was myspace and digg, this week Facebook and Twitter. I'd be willing to guess tomorrow will still be Facebook, but twitter will be as dead as the steak i had for dinner and something new and fresh and innovative will be around. 

These guys are fad-chasers. Just like ambulance chasers, they ride the wave until it's gone, then hop on the next one. Today they preach the joys of Facebook, tomorrow social shopping. 

The tough guys to find are the steady guys. The guys like myself who pride themselves on being versatile and full of a wide range of knowledge. I manage Adwords campaigns with 7% CTRs, a Facebook page with a post quality score of 18.5% (whatever that means though i'm seeing people online proud of 5%) and an e-commerce site that makes more than yours. I manage SEO campaigns, usability studies, and customer feedback surveys. I design system platforms and backend user interfaces to streamline business functions. All of this, I do better than the guy who can be hired in a niche market to teach you nothing but that one thing.

The secret to my success? Simple. My overview of the entire landscape makes me the general on the battlefield. However I'm no ordinary general. I've spent time in every area of combat possible. I've been in the trenches, I've flown the fighters and bombers, I've gone on the black ops, and I've driven the tanks. I've done it all and done it all well. 

This makes myself, and guys like myself, the threat your competition is scared you'll hire. It also makes me more valueable than any one guy because i don't focus on a little portion of your plan, i write your plan and focus on the entire thing. This is the secret to successful e-commerce, not one silver bullet, but an large plan that uses every avenue possible.