You think your business or product is really unique, but it isn’t. We are all too close to our brands to realize just how similar we all are to each other.
To the average consumer walking the grocery store aisle, all those boxes of breakfast cereal look pretty much the same. You might think your organic flax-infused cereal stands out, but it probably doesn’t jump out from the crowd nearly as much as you think it does.
The only brands that stand out are the ones that are the clear cut category leader and the brands that are meanginfully different. The really cool thing is, if you create something meaningfully different, you create your own product category. Proof? Southwest Airlines created the low-cost airline category and turning that niche into American aviation domination. Subway turned the submarine sandwich category into the largest single-brand restaurant chain in the world with 34,187 locations.
When you become different in a big way, people have no choice but to notice you.
Do something other brands don’t do. Offer something nobody else is offering. Say something nobody else is saying.
Only then will you get noticed. And getting noticed, in today’s world, is most of the battle. If you have a great product and you can get noticed, you’ve got it made.
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