Corporate companies like to box things into categories. When a company comes along that promises that they can do everything the corporate becomes skeptical. The thinking is that they are looking for a company that is good at doing one specific category of services.
Many small businesses do not understand this so they put everything that they have done or could do onto their profile. Instead of this making them different and standing out from the crowd. The opposite happens and the small business makes themselves the same as every other small business. Strategy is about being different or being differentiated. Be special and unique – don’t be like Bill.