How to be Rare

A box of free-range eggs only costs a few dollars. A Fabergé egg costs millions.

Their rarity, intricacy, and mystique make all the difference. And you can’t even eat them.

In a race to become an overnight success, we frequently observe the rapid commoditization of products, services, and brands. Many appear to prefer being a free-range business, rather than a Fabergé business.

How can you be the latter?

1. Be Different, because ‘rare’ isn’t the same.

  • Do unexpected things. Fabergé makes precious few eggs, surely they’d want to sell more? Free-range thinking: ‘more’ doesn’t always mean ‘better’.
  • Learn other markets. Most markets use the ‘rules’ of that market, doing things the way everyone else does them “because that’s how it’s done”.

2. Be Specific, because ‘rare’ isn’t wishy-washy.

  • Get clear. How clear are people on the distinctive value of your offer before you present that offer to them?
  • Choose your own market. And bake it into your marketing. Fabergé isn’t sold in supermarkets because that’s not where their target audience is.

3. Be a Leader, because ‘rare’ isn’t where everyone else is going.

  • Write the rules. If a map exists, someone’s already been there, in the exact same way. Find a better way, and draw a new map.
  • Forget all you know. And do it better, by instead questioning everything in your market, industry, and process.

4. Be Better, because ‘rare’ becomes more exquisite with time.

  • Give back. Benefit a community, market or industry and make your venture bigger than yourself.
  • Train, grow, let it show. The best are comfortable revealing their journey of growth. Others get a look at the precision of your work.

What would it to do your work if you accepted it’s not for everyone, and instead became a precious rarity for those you serve?

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