Reilly Newman | Most businesses don’t die from the lack of a market, but from not standing out in their market.
You see, most businesses fear being talked about in a negative light. However, the true threat is not being talked about at all. Yes, it’s not a goal to receive poor reviews or ratings but at least this means you are getting feedback. At least this means you have had customers who are sharing their experience (good or bad) with you or others. The fear of getting poor reviews will keep businesses from getting any reviews at all.
Being different means some will like you and some will not. Some will agree with you and some will not. Some will leave great reviews and some will not. The more different you are, the more those who like you will love you.
The goal of a business is not to get everyone to just be “okay” with you. That’s what a utility or commodity is for. If you’re selling an offer you must stand out. You must be different, but when everyone is just okay with you, they are indifferent towards you.
It’s not enough to just partake of an existing market. You must carve out what makes you unique and tie this to the value that you deliver best. This is where you’ll get the 5-star reviews, the fanatics, and the profits you desire. A business that is indifferent or just “luke warm” in a market is average and mediocre, but not safe. This is acually a very dangerous direction to take your business. Being average is death. Indifference will kill your business.
As the legendary CEO of The Walt Disney Company Bob Iger says “Status quo is a losing strategy.” This couldn’t be more true because “status quo” or doing what everyone else is doing is average and certainly no strategy. The road to indifference is paved with comfort that will lull the business (and its audience) to sleep.
A winning strategy would be one that is focused on standing out. Now this isn’t a license to be outrageous or wacky for the sake of getting attention because as we all know, attention is fleeting. This is like the crazy kid in the classroom who is constantly looking for attention. Funny or entertaining for a minute then quickly becomes annoying…
This is your license to not be the status quo. To be distinct based on your strengths and what makes you valuable to the market. Yes, some will reject you — and that is okay. Equally, others will love you for the value and the fresh approach you bring to the market. This makes you not just different, but a contrast to the other options. You will stand out because you are forcing the audience to place you in a different “bucket” — you are the orange among piles of apples. You’re the odd duck, the black swan, the One.
