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576: But My Competition Doesn’t Do That

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Most industries, be it ethical fashion on cybersecurity, have a thinking problem.

We all have it. It’s this:

We like to do what others like us do.

We think it’s safe. It’s not:

“My competition doesn’t do that so I don’t have to”

This line of thinking is what keeps us in the middle of the road.

It keeps us from being last… but it also keeps from being first.

And being first (or perhaps second, sometimes) in the eyes of our specific target audience is the only position that matters.

If you lead an eyewear brand and your competitors all offer free shipping, what car dealers do (“take it home for the weekend, try it out”) never occurs to you as an option.

Until it occurs to Warby Parker, and they change the rules of the market.

“I don’t have time to study what other industries do”

This line of thinking tends to follow the former.

We all have time to study what those in our industry do, but seldom appear to have time to study beyond those walls.

[Yellow Tail] wines noticed most beverages not from wine brands stood out with interesting colors and approachable names. Circumventing the learning-curve associated with wine (from the label to the taste) enabled them to capture a market previously unavailable to wine brands.

All they had to do was look beyond their industry to study what others do.

It doesn’t matter what your competition does. What matters is what your market needs. The answers are often outside the confines of our industry.

Your competition hasn’t the time to look…what if you made the time?

Tip: Communicating competitive advantage in a way our audience cares about is tough. can help with that.


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Helping teams doing work that matters, do more of what matters.


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Marketing Isn’t About You: The 2 things that matter if you sell things that matter.

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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters, for the betterment of your cause.

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678: Getting What You Ordered

We get what we order. Sometimes we don’t order well, sometimes we don’t order specifically enough. Sometimes we’re not brave enough to send it back if it was genuinely wrong. But we always get what we order.

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677: Anticomfort

Doing the right thing isn’t usually very comfortable.
It may not be comfortable, but there’s comfort to be found in the knowledge that you’re building a better future.

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676: We Need You To Do It

Delegation and systemization is really important for growing teams. Those activities should help reveal what we need you to do more than anybody else.
What does your team need you – and only you – to do?
Do that today. We’re relying on you.

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675: Mediocrity vs Creativity

Creativity might not work.
Social media posts that routinely share awards and team members favorite coffee won’t get you any attention. Nobody cares. But it’s safe and easy. You can pay anybody to make these.

You are creating what matters.

So how can we help you
sell it better & make more impact?

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