“I’m doing the same work as she is, but she’s charging three times as much,” whined the frustrated lawyer. We stood outside her 30-year-old, single-story, dated-looking office building as she pointed toward the skyscraper housing the lawyer who charges more.

“She’s getting better clients and higher fees, and I’m doing a better job for my clients,” she continued as she started to get really worked up.

“Let’s go to lunch,” I suggested, hoping to calm things down over a sandwich. She’s doing pretty well charging what she’s charging. There’s no reason to stress out about what’s happening over in that high-rise building downtown.

Speaking of sandwiches, let me tell you a sandwich story. This is something I started thinking about while we visited Hoi An, Vietnam.

This is the tale of two sandwiches and the people who sell them.

A Tale of Two Sandwiches

Each of these sandwiches is different, and there’s very little room for confusion between the two. Except that they are—for all intents and purposes—the exact same sandwich. But each sandwich owns its niche in the market.

One sandwich is cheap. It’s served in a run-down back room next to a moderately scary, maybe not all that clean kitchen. The place is chaotic, noisy, and incredibly busy. The banh mi sandwiches it makes are delicious. The place is called Banh Mi Phuong. You should definitely try it the next time you’re in Hoi An.

The other sandwich is more expensive. It’s served in a very nice place called Mai Fish with a view of the river. It’s a six-minute walk from Bahn Mi Phuong. The banh mi sandwich at Mai Fish is also wonderful. You’d be happy eating at either place.

At Banh Mi Phuong, you wade through a crowd standing out front for takeaway and shove yourself into a seat at a table already crowded with other diners. You have to wave your arms to get the attention of a server so you can order. When the sandwiches arrive, they’re usually on one plate even though there are two of you; you’ll share the plate. Your drink might or might not ever arrive, and you may want to bring your own napkin if wiping your hands or mouth is important to you. Also, I’d suggest you use the bathroom elsewhere.

Mai Fish, on the other hand, is calm, quiet, peaceful, and well organized. The tables are wiped and set with plates, silverware, and chopsticks. The host seats you and hands you a menu. The waitstaff brings you these nice rice chips. A waiter asks whether you’d like to order a drink. It’s incredibly pleasant, and a breeze blows through the space. The kitchen is visible, organized, and running smoothly. The bathroom is clean. The banh mi sandwiches are very, very good.

How Customers Choose Where to Eat

I’d say that the sandwiches at Bahn Mi Phuong and at Mai Fish are comparable. I’ve done the research. I’ve visited both places many times. They are neck and neck on the banh mi. I declare it a tie.

But the banh mi at Bahn Mi Phuong costs 20,000 Vietnamese Dong ($.90 US). At Mai Fish it’s more—four or five times as much. In fact, Lisa and I can eat at Bahn Me Phuong four times for what it costs to eat at Mai Fish once. And we can leave either place feeling full, satisfied, and happy.

So why do customers choose one place over the other? Both places are busy. Both places look like they’re doing very well. They each have a wait at meal times.

You already know the answer. Some customers choose on price, while others choose on atmosphere. Some choose based on TripAdvisor, and some choose based on Anthony Bourdain. Some customers, like me, go back and forth depending on their mood.

It’s important to recognize that people choose different experiences for eating the same food. Some want it one way, and some want it another. These two restaurants are optimized for delivering the experience their customers are seeking.

The same is true for your customers. Some just want it done. They want it fast and cheap. Others want their hands held. They want to feel safe, secure, and cared for.

Some want the downtown skyscraper, and some are fine anywhere. Some want the lawyer who represented the local celebrity, and some want the lawyer who performed so well in court the day they observed.

Some see value in paying more. Some see value in paying less. Different strokes for different folks. Everyone has his or her own perspective.

What Kind of Sandwich Are You?

Each sandwich, each restaurant, has staked out its territory. Each has assembled all of the elements required to make the experience work for the audience it targets. Both are successful. They’re both busy, and both have thrived in their respective market for years.

You can’t be all things to all people. You’ve got to decide who you’re going to be and be that thing. You can seize control of your niche if you’re cognizant of it, market to it, and stay focused. You’ll win when you understand your market, fine-tune your approach, optimize your systems, and persist. Don’t get distracted by someone else in some other niche. Do what you need to do to stay on top of your market. The last thing you need is to get agitated about what others are doing, how they’re doing it, and what they’re charging for it. Stay focused on your market. You can’t be all things. Be your kind of sandwich.