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Standing out from the (small) crowd

You totally want to be different, even if you’re just one lightbulb in a row of other lightbulbs. Your business needs to stand out from the crowd, to be the one with the different angle. You want recognition for your product or service: You want it all, and you want it now. You’d like to be the brightest lamp in the row and have everyone recognize that your company is special. Ideally ‘everyone’ means the whole wide world, but you’re kinda realistic, and you’ll settle for – oh, say half of the 8 billion people on the planet.
These are not realistic goals. Sorry.

Unrealistic goals

Standing out from the enormous, worldwide crowd is a virtual impossibility, and if you think about it for just a few moments you’ll see that this goal is unrealistic. The key to understanding this fact of life comes in always being aware of who your audience is: Are they teenagers, middle-aged, male or female, living in Africa or Europe, tech-savvy,...

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