The easiest way to stand out from your competition

Nobody wants to blend in with their competitors (even though most do). 

But most people think it takes creative brilliance to make your business, movement, or personal brand remarkable. 

It does. 

But in case you're lazy, I'm going to give you one tried and tested shortcut that doesn't take a lot of creativity (just guts).

Ready?  Here it is:

Specialize.  But don't just specialize, restrict yourself from doing anything except what you specialize in.  That's when magic can happen.

It turns out businesses and people that only do 1 thing, are almost instantly worth talking about.  Why?  Because we assume they must be really good at it.

Pizza places are boring.  But what about a pizza place that only serves pizzas with anchovies.  If you happen to be a person that really likes anchovies...is it possible you might go out of your way to visit this one?

General dentists are a dime a dozen.  But what about a dentist that only does teeth whitening...he must get teeth whiter than everyone else, right?

A furniture store that only sells green furniture?  If your favorite color is green and you're redecorating your living room, where else would you go?

Some of these ideas may sound silly (and they might be)...but I'll tell you what's even sillier.

Running a business that's no different than your competitors. 

Comments

[Kevin Dubrosky]

Great point.

It is scary, for sure, to micro-specialize, but sooooo valuable. I currently operate in a tiny niche and am constantly encouraged to expand tonorher markets by friends and clients, but specialization is the key.

Thanks for the thoughtful post!

[Frank]

I agree micro focus is the right way to go when starting a business. It can be scary making this commitment to the market. This can lead entrepreneurs to middle and therefore blend in with everyone else. I guess we're not that much different then politicians. : )

[Mark Jones Jr]

I don't think it's scary at all to share something I love, I'm passionate about with the marketplace. If it spreads from an authentic place embedded in my values, personality, passions, etc., then it's less about narrowing my focus and more about keeping my focus as I share it.