Someone else

There is always someone else.

No matter how skilled you are, no matter how wonderful your product is, no matter how supposedly unique your culture is. There is someone else out there offering the exact same thing, covering the exact same spot, addressing the exact same problem.

And you have two things to do to mitigate this problem.

First, understand who someone else is – and by the way, this is a decision of those you are serving.

Second, be as specific as possible in figuring out and expressing what you are.

The alternative is most of B2B marketing nowadays: companies with fantastic products and services playing in broad and fuzzy markets to increase their customers’ productivity. All the same type of better, faster, cheaper.

Pass.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s