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How To Fill The Gap That’s Yours To Fill

filed in Brand Strategy, Success

No bookstore can stock more books than Amazon. No local clothing designer can launch a new range faster than Zara. No artisan chocolatier can sell chocolate cheaper than Cadbury.

If there’s nothing your bigger, faster, cheaper competitors can’t do, how will your business keep up? How will you survive, let alone thrive?

Your sustainable advantage comes, not by obsessing over what your competitors can’t do, but by doing what they won’t do to delight customers. That gap is yours to fill.

That’s how Amazon became Amazon—by investing in and doing the things other retailers didn’t do. And it’s how you will build a business you’re proud of as you create the future you want to see.

Image by Shinya Suzuki

Squaring The Marketing Circle

filed in Brand Strategy, Marketing

The ‘60% OFF’ signs had attracted shoppers to the empty stall. Sales assistants tried to turn browsers into buyers by offering to help. One prospective customer asked if they had any circular rugs in the sale. The assistant showed her a square rug instead. “These are only $100,” she said.

In the past, we’ve relied on the notion that marketing and sales are about making people want something. In a digital world of infinite choices, we’re coming to realise that it’s easier to make something people want.

A sale happens in two stages. Stage one is a deep understanding of the customer we want to serve. Stage two is the act of engaging with that customer.

Successful marketers do both.

Image by eatswords

Big Enough

filed in Brand Strategy, Success

Conventional business wisdom suggests that success is dependent on achieving scale. We’ve come to equate fulfilling our potential with being number one—having the biggest piece of the pie. In our quest for success, we sometimes forget to question how much pie is enough.

Exceeding the optimal amount of pie has consequences. We fail to deliver on expectations when we bite off more than we can chew. We become preoccupied with the acquisition of customers instead of working to keep the customers we have. We obsess about sustaining an advantage and forget to celebrate what we’ve accomplished. We move too fast or too soon. We don’t reflect on the difference we’re making. And we stop enjoying the journey because we’re always chasing a bigger piece of the pie.

You don’t need every customer. You don’t have to go after every single opportunity. You don’t need to be bound by traditional metrics of success. You can choose to be big enough.

Image by srietzke

What The Best Marketers Do

filed in Brand Strategy, Marketing

I’m not sure when our attitude to marketing shifted. But it’s likely that it coincided with our ability to buy attention. The price of reaching more eyes and ears on flyers and billboards, radio and TV, seemed cheap compared to the effort of earning customer loyalty day after day.

The great marketers of two generations ago knew a reputation could not be easily bought—but it could be quickly destroyed. They didn’t try to be seen. They devoted the majority of their time helping their customers to feel seen.

That’s what the best marketers still do. They don’t shout, ‘look at me’. They whisper, ‘I see you’.

Image by Jeff Stvan

Create The Future You Want To See

filed in Brand Strategy, Success

The best investment I ever made in myself and my business was buying a copy of Seth Godin’s book, Purple Cow. Seth taught me that remarkability was a choice. Just as business owners don’t work just to pay the bills, writers don’t write just so they can eat. They write to create the change they want to see in the world. That’s what we’re all here to do.

My new book, Story Driven: You don’t need to compete when you know who you are, published a few days ago. It’s my most important work. That’s why I’m launching the Kindle eBook edition at the special price of 99 cents this week. I’m not only inviting you to invest in yourself by buying a copy. I’m encouraging you to invest in your friends and colleagues by gifting the book to them.

You can buy and gift Story Driven today on Amazon.com, or if you’re in Australia, Amazon.com.au and the UK, Amazon.co.uk
(It’s available in all international Amazon stores. Search your local Amazon store by title and author).

We get to choose the future we want to see and the chance to create it together.
Thanks for giving me a reason to write.

Image by Kieran Jiwa

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