Who is the richest business man in the world right now? Jeff Bezos. You might not be interested in how much money people have, or business, but you still know who Bezos is.
We know him for his company Amazon and all he has done to revolutionise the way we shop.
Chances are you have even sent him money at some point, even if it was not you personally, someone did on your behalf.
But what about the businessmen who only made one billion? Or a million? Or all the entrepreneurs who got started with unicorn businesses(something most people on the planet could never do)? They’re all better at business than the rest of us, but we don’t know who they are.
If the goal is to be remembered, to get noticed, to gain the world’s attention, better is not better.
Different is better.
What if one of the Entrepreneurs split his profits 50/50 with his employees ? He’d probably go broke, but he would get noticed. And we’d remember him, too—likely forever, as he would be immortalised in every “memorable moments in Business history” video montage until the end of time.
It’s the extremes that get noticed.
Instead of being better, why not try being different?
If your industry is stuffy, be the casual guy.
If your industry is casual, be the unwavering professional.
The goal is to stand out from the status quo.
There are millions of ways to be different.
Likewise, as marketers we should boldly challenge the norms of our categories. Choose to do something unexpected, something that showcases your strength.
Use a different distribution channel.
Write long form content of others write short versions.
Zig when others Zag.
Make something standard while everyone else charges a fee for it. Promote a different use case for your products and services.
Not only will you stand out, people will give you props for breaking the rules.
It’s really not that difficult to come up with ideas that are as easy to do so you can be different as a business person. The key is to make sure whatever you do is authentic to you, and that you back it up with the goods. And since you’ve been trying to be better anyway, I suspect you’re up to that challenge.
When people can’t pick the difference between product A and product B, they compare in what they can control- price.
Being different makes something more salient, more memorable, more of a personal expression—and it makes it less easy to compare or confuse with other options.
A price comparison is always a race to the bottom. The unfortunate part is a lot of people, win this race.
P.S. If you're interested in exploring the possibility of working with me one on one- so you too can have a business that’s profitable and enjoyable - I have space for a couple of new clients!
To see if we're a good fit, simply comment “different” in the comments section below.
If you're not quite ready for that, why not click this hashtag and join our community #livelongdigitalcommunity where I will answer any questions you have about being different and creating a business that’s remarkable.
I hope you can join us.