Make Marketing History

The views of a marketing deviant.

Tuesday, January 16, 2007

Know Why You're Different.

Much as I espouse the need to be different, I was pulled up short in my scanning of Hugh's thoughts on entrepreneurship when he opined

11. If an average guy in a bar can understand what you do for a living, chances are you’re halfway to becoming a commodity.

I disagree - I think you must be able to explain to the average guy what you or your company does because even if he isn't your customer, he's likely to be your customer's customer, and it will clarify your own thinking. But if he can understand HOW you do it, then you're definitely lacking barriers to entry and about to get shafted.

2 Comments:

Anonymous sig said...

Or a twist to it:

If the average guy in the bar understands then your message is clear and could travel easily, if at the same time the buzzword-laden stuck-in-the-past "expert" does not get it you might be onto something disruptive and good... ;)

2:47 AM, January 16, 2007  
Blogger john dodds said...

We agree on that for sure and the fact that said 'expert' would not be in any bar we choose to frequent!

3:45 AM, January 16, 2007  

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