Make It Obvious
One of the most common failure modes I see in my role is an aversion to making it obvious.
I see it often in both products (and product marketing) and service providers (i.e. people).
On the product side, it shows up as an inability to simplify the product proposition into a tightly articulated, opinionated consumer experience. On the people side, it's a similarly vague and broad articulation akin to "I can be anything you want me to be".
It comes from a good place. Products and people fear being "pigeon-holed" into narrow niches that reduce flexibility and optionality to go after opportunities that come out of the blue. The more specific you are, the more risk there is of being exactly wrong rather than roughly right.
The problem, though, is that most people on the buy side are fundamentally lazy. Whether they are consumers, business customers, or a blend of both, most people want something they can easily pick up off the shelf and scratch whatever itch that's bugging them. They want it to be screamingly obvious what it/you are and what it/you do(es) to help them.
There is too much going on in the modern world - too many other calls on our attention - for people to deeply engage in detail. Algorithms have trained us to respond to specific propositions rather than deeply thinking through what we want in advance. Only the very few want a blank page and a blinking cursor.
We're living in the Obvious Economy. Risk being exactly wrong.