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?</p>
##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?