Everything we do can be done uniquely to serve one person. Every service, every product, every interview, every presentation is unique, until we compromise. As soon as we need to serve it to another, it's no longer individual. As soon as we need to scale, the edges become blurred. And, if we do this enough, it eventually becomes one size fits all.
Serving only one is often not a sustainable model. Serving a few might be. But, more often, the group needs to be bigger. So, some trade-off's are inevitable. We make three sizes which accommodate most. We choose a pallet of colors which satisfy a thousand. We use software which most people are used to. It's a natural progression to serve groups and niches large enough to meet our goals and to give us a chance to do it again tomorrow.
The opportunity lies in figuring out which parts of what we do can still be done as if it was only for one. What part of the exchange, the service, the delivery, the script can be left to artistry, to dancing in the moment with the person in front of us. How can we cause unexpected delight...wow, you did this just for me?
Of course, acting this way is risky. The outcome isn't predictable. It might not work. But, at least it will be different, which is the only way to be truly be unique. Bespoke comes at a price. But, so does the regular kind. Choose wisely.