How to build a sustainable offering and stop being the Shein of environmental services
You know Shein, right? That fast-fashion giant pumping out thousands of new items every day—or at least it feels that way. They’ve got a massive catalog—but it’s that kind of massive that screams, “You’re gonna feel icky about this purchase.”
Why? Because it’s not sustainable. Not for the planet, not for the people making the clothes, and not for your closet. It’s overwhelming.
And I hate to break it to you, but some environmental service businesses are… kinda like Shein.
Yep, you read that right.
Okay, you’re not selling cheap dresses that fall apart after two washes. But if you’re offering too much, saying yes to everything, taking on so many types of projects that you end up stretched thin and—more importantly—diluting your impact—then your business is in that Shein territory.
And that’s not sustainable. That’s not why you started this!
But don’t freak out.
There’s a better way.
Let’s move your environmental service from being the “order taker” —quick fix, low price, no lasting impact like Shein—to the “leader” —sustainable, meaningful, built to last, and done with purpose like Hiut Denim Co..
How? By narrowing your focus and building your signature offering—that special something you do that grows your impact.
So let’s dive in.
Why offering too much hurts your environmental service (like Shein)
Even though I hate to admit it, I’ve been there—finding myself scrolling through Shein and drowning in options. And what happened? I got overloaded with decision fatigue, wasted my time, and wasn’t even really happy with anything on offer.
More options don’t always equal a better experience. In fact, it’s often the opposite.
And it’s the same for your business. If you’re offering too much, here’s what happens:
1. You get spread thin
When you’re juggling too many services or different types of projects, it’s hard to do any of them really well and effectively. Your time and energy are all over the place. You’re putting out fires, dealing with one-off projects, and never getting the chance to really focus on the stuff that could make a massive impact. And you start losing sight of why you started in the first place. Sound familiar?
2. Your message is fuzzy
If you offer everything, it’s tough for clients to know what you’re actually about. You’re trying to be all things to all people, and that makes it hard to figure out what you really specialise in—and your impact suffers. And guess what? If your clients are confused, they’re out. They’ll find someone who is clear on what they do and why.
3. Your brand becomes a race to the bottom
A brand that tries to do too much? It blends in. It’s hard to build a reputation for anything specific, and this leads to competing on price. You’re just another business in a crowded market. But a business that’s focused? They stand out. That’s what people remember.
So, what’s the alternative? Meet Hiut Denim Co.
Their whole vibe is simple: they make jeans. That’s it. No chasing trends, no pumping out new products every week. Just solid, sustainable jeans made with care and intention. They aren’t trying to be the cheapest or the fastest. They’re focusing on what they do best—creating high-quality denim with purpose.
That’s why they stand out. Hiut isn’t the “best” because they out-do the competition (and best is subjective anyway). They stand out because they’re true to who they are. They’ve tapped into their Inner Fire—the unique spirit of their brand—and they’re leaning into it, hard.
That’s what makes them successful.
Find your Inner Fire and build your signature offering
So, how do you avoid being the Shein of environmental services and become more like Hiut Denim?
It’s all about finding your Inner Fire—the thing that makes your business one-of-a-kind, uniquely yours—and letting that lead the way, building your brand and signature offering around it.
What’s a signature offering, you ask?
It’s the thing you do effectively with the biggest impact. That service that makes your clients rave about you. The work that lights you up, influences and makes a real impact. It’s the thing that, when people hear your name, they think, “Oh yeah, they’re amazing at that.”
Here’s how you build your signature offering:
1. Start with your Inner Fire
Your signature offering should stem from what makes you different. This is where your Inner Fire your unique blend of values, personality, and approach—comes into play. Ask yourself:
- What gets you excited?
- What do your clients rave about?
- What aligns most with your mission?
Your signature offering should reflect your unique strengths and be rooted in what makes you different.
2. Identify your core strength
Look back at your past work. What’s brought the most impact? Where is your expertise deepest? Focus on the thing you’re amazing at—the one service that delivers the best results and makes a difference.
3. Solve a specific problem for a specific audience
Your signature offering should tackle a real problem for your ideal clients. Get clear on who they are and what they need, and shape your offer around solving that.
4. Focus on impact, not volume
This isn’t about doing the most things. It’s about doing one thing with great impact. That focus allows you to deliver higher value, and your clients will know exactly why they’re choosing you.
5. Make it scalable and sustainable
Your signature offering should be something you can deliver consistently as you grow. Think about how you can streamline it so that it scales while still keeping your standards high.
6. Communicate it clearly
Once you’ve nailed your signature offering, make sure it’s front and center in your messaging. Clients should know:
- What you offer.
- Who it’s for.
- What problem it solves.
- Why it’s perfect for them.
Signature Offering in Action: Hiut Denim Co.
Remember Hiut?
They’ve built their entire brand around one signature offering—jeans. That focus has made them stand out in a crowded market. By focusing on their signature offering, they’ve become known for quality and purpose.
That’s what finding your Inner Fire and focusing on your signature offering can do for your business too.
Ready to focus on what makes your environmental service stand out?
If reading this has sparked something for you—if you’re ready to leave the “Shein” model behind and lean into what makes your business truly unique—we’d love to help you get there.
Let’s talk about how we can help you find your Inner Fire and brand opportunities to grow your impact.
Book a fit call or drop us a message—we’d love to chat!
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