By Michael Angier
Competition is a fact of life in business. It's good for the
economy. It's good for customers and it's good for us as business
owners and managers. It keeps us constantly improving our
products and services. It hones our skills and stretches our
imagination. All very positive.
But just how can we compete effectively?
The best way to compete is to differentiate ourselves—to stand
out from our competition because of the unique gifts and special
style we bring to the marketplace.
Sometimes this can be done by being first. Xerox did it in copiers.
Kleenex did it in tissues. They're not generic names, but these
trademarked products have become almost generic and they
stand out because they were well positioned.
For most of us, this differentiating factor is not within our reach.
If we can't be first on the market, we're forced to do something
So how do we do this?
First, we must know what our unique assets are. This takes some
soul-searching. It takes some thinking.
What do we do best? What do we love doing? Where have we
received the most tribute?
Are we faster, less expensive, more responsive, cleaner, lighter,
hipper? Are we friendlier or easier to do business with?
If we're not any of these things, we can reinvent ourselves. We
can DECIDE what we want to be known for.
But don't try to be something you're not. This reinvention should
really be a discovery of latent values and qualities—things that
were always there but rarely exploited.
Once we're clear on who we are and what we stand for, we must
take every opportunity to show people what we're all about. We
must tell our story, tell it well and tell it often. The ideal is to get
other people telling our story.
Most of this is just common sense. It's just not very common.
Southwest Airlines and Jet Blue are about the only airlines making
any money these days. What's their secret?
Well, Southwest is known for low fares, friendly people and fun
flights. Jet Blue is known for new planes (all the same type),
video screens in every leather seat, low fares and friendly
They're known for this because they deliver on this reputation
day in and day out. And they're good at telling their stories well.
There's good buzz about what they do, how they do it and how
well it's working. People rave about their experiences flying on
This isn’t rocket science, right? No wonder they're turning profits
when others are declaring or trying to emerge from bankruptcy.
Besides having a clear vision, mission and purpose, there's
probably nothing more important for you to do to compete
effectively than differentiating yourself.
Of course it must be done with substance and based upon your
core values. And it also must be backed up with commitment.
With everyone paying attention to what's important, it will
permeate the entire organization.
You'll be known for what you want to be known for. You'll have
more fun doing what you do best. You'll serve your customers
better. You'll stand out and step up your profits and your
fulfillment—for you and your employees.
You And Amazon.Com
To the degree your site reflects major
mistakes made at Amazon.Com, your business is at risk, just as is
their's. Niche marketing is what it's all about. Amazon succeeded
in this big time. Then forgot the rules. Have you made the same or
a similar mistake?
The 14 Commandments Of Creating A "Wealth Pulling" Niche!
To out-niche your competitors you must focus on these "14 commandments" of niche creation at all times. Observe the ones you apply to your business, product, or service – and watch your sales soar.
How To Create A Niche - And Grow Rich!
A niche fills an unmet customer need. Niches are at the heart of every successful industry, business, product, or service.
Niche marketing is the opposite of mass (general) marketing. It targets specific people with specialized needs.
Niches are what build industries, businesses, and jobs.