November 2011
Intermediate to advanced
210 pages
4h 40m
English
13
Extra Ordinary
MOST BRANDS ARE BORING. Why? Because boring is easy to do. Few are willing to do something unique, and even fewer have a distinct point of view. Everyone is trying to stand out. Everyone is fighting for the same attention. Everyone is doing the same thing. It's easy to get lost in the crowd.
The marketplace is dying for something different.
Make what you do worth talking about, and your business will grow faster than you can imagine. Your business must have a reason for existing in the marketplace. Most businesses have no reason to validate their place in the market. They are simply another “me too” competitor selling a similar product or service like everyone else in their industry at a similar price.
If the only people who would really miss your business if it went under are either related to you or your closest friends, you may have a “boring” problem. Don't misunderstand me. It's not that you can't be a dentist or sell shoes or do something that others do. It's that you can't do those things in the same way as your competitors and hope to have a brand that people feel like they need to feel complete.
Identify what makes you different. Any brand has the potential to be and do something remarkable. You must point out what you have to say that's unique and what you do that's different.
Solve problems for people. Make their lives easier. Have a reason your business exists in the marketplace. If you're just going to be like everyone else, then what's the point? ...
