As a branding/marketing specialist, I’m regularly asked to find creative ways to annihilate the competition, or least give them a run for their money. The easiest way to do this is to highlight what is uniquely yours, what makes you irreplaceable. Once you show up as a unique option in the sea of mundane mediocrity, you will be noticed. Not everyone will love that unique part of you, but the goal is not to get everyone to like you and follow you. The goal is the hunt down the consumers, the followers, the fans who will fall in love with your uniqueness and follow you to the ends of the earth. The ones who have been secretly wanting what you have to offer.
I love the blog, “The Relationship Economy” (relationship-economy.com). This is part of their Manifesto for the 21st Century. Albert Einstien said insanity is defined as “doing the same thing over and over again and expecting different results.” It is time to rethink how we do business. It is time to rethink how we do relationships. It is time to rethink how we do marketing. Here is Jay Deragon’s list:
1. What we think is important today, becomes irrelevant tomorrow. Think about what is relevant tomorrow.
2. What is the true value you create? True value is more than the price. You can’t discover your true value unless you listen more than you speak.
3. Gathering followers isn’t the same as forming relationships. A tribe can create change faster than a crowd. Think about tribes.
4. Learning isn’t popular, but the popular influence learning. If you want to be popular, finds ways to share new knowledge.
5. Knowledge doesn’t come from reading, it comes from experience in thinking. Experience takes time. Reading the popular tweets steals time.
6. Most old market theories are being proved as wrong. Don’t act on old theories. Instead contemplate or speculate, as opposed to act and you’ll discover the innovation needed to set you apart from the crowd.
7. What can’t be done is the opportunity. What is being done is the constraint.
8. The answer to your most perplexing problems is simple. The complexity is a result of thinking inside out rather than outside in.
9. Retroactive management emphasizes the bottom line. Proactive management emphasizes improvement in process.
10. Leadership is about helping people do anything, everything and without constraints. Service comes from serving, not servants.