Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Stop outperforming
|
You don’t need to outperform the competition. In fact, that’s not even why a brand gets to stay ahead of their market. Some say that strategy is about "outperforming the competition". Bullshit. To outperform: “to do well in a particular job or activity compared to others of a similar type.” If that were true/the case, Apple would not be ahead in their market. Because, if you compare the features of their devices, you could easily find ones that perform better for less money. You want to stand out? You need to find a space where you are at advantage (yeah, yeah, where you “outperform” in certain aspects the competition). And to get to that advantage point, you need to know where to focus, not how you can do half-ass all of the things. And to know where to focus, you need to be clear on how to get where you want. And to be clear on how to get what you want, you need to know what you want. And the simpler you make this decision-making, the clearer you’ll be. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
One way that makes the process of articulating what's different about you simpler (not less painful, though) is through your insight. April Dunford defines insight as "the thing we understand about the market that the others do not." It starts with what you see in the market that doesn't make sense, that makes you cringe, that pisses you off. And the way you approach it that's in another direction from what everybody else does. It's your understanding. That's what makes you different.
They're all a by-product. You don't look for them as the main focus, they are the result of what you do in service to your customers.
A common pattern that I see in people who are new in leading positions is they try to maximize the results. What's that even mean? That in order to get the best results, you have to seize the right time. At uni, it might work. In real-life... not so much. Because it's about waiting. Waiting for the right time. Time that might never come (as perfect as expected). In business, the right time is not too early, nor too late. The right time is when you make a decision. A decision that might be...