The largest smallest
What is the largest tiny market where you can be seen as THE perfect option (aka meaningfully relevant)? Market: group of people trying to get something done. Meaningfully relevant: only you (or a very few) can help this market to serve get the thing done. The thing done: the desired future state they’re trying to achieve. When you define it, you’re the big fish in the small pond.
Embrace
Try everything. Even if you think it’s gonna suck. Because that’s the thing that can open paths to new ideas, from your own perspective, your own experiences, your own life. And as Chad Smith says: “And at the end of the day it’ll end up sounding like us (red hot chili peppers) anyways.” That’s authenticity. Not the crap you’re being sold to by the bros. 🙂 “The opposite of a great idea is another great idea.” And it’s one that triggers new ideas.
That daily thing…
Look, this daily thing is a game-changer. In terms of: Expertise, it lets you go deep on things you love AND hate in your industry. For the ones you love, on how to make them bigger. On the ones you hate, on seeing ways to change the situation. Creativity, it pushes you to think deeper —and different. It helps you make connections you never thought of before. Deciding what to focus on (positioning/niching down/specializing), it gives you the freedom to explore all the different ideas you…
Because we really love tattooing.
“I wanna get a small tattoo” Lowering your prices won’t make you close more deals. In fact, it could very well deter your ideal customers. Discounting is a bad idea.
About 20…
“That’s how the super rich talk: they just say 5… 20…” Funny thing, that’s how your ideal customers also talk: in a natural way, with a big number, in terms of money. When you’re selling, you have to not think with your own pocket. You have to align with what they can afford and where they see the upside. Value is subjective. And the things they value, have a different appearance to what you see. Can you say to your customer “It’s $ 10 000” without giggling or breaking character? Try it…
Customers are idiots
“Not my customers. They’re fucking brilliant.You’re fucking brilliant.And I respect you.” Noel Gallagher Here’s the thing Customers are not always right. They’ll always be right on what they want (as the outcome). They’ll most likely be wrong in what they need, or on what they want as the solution. You’re the expert. You show them the door to a better place. You lead them through moving forward to not stay the same. Focus on that “1%”. 🙂
A quick question
On the last set of emails I’ve been sending links/vids/shorts to illustrate them a bit more —and in some, to make the starting point of the dailies. How do you feel about them? You can just reply with a 👍 or a 👎. Would really appreciate what you have to say. 🙂
I used to be part of a cult
Yup. Buying into an idea and not quite questioning deeply… until I did: Category Creation. The main argument is that it… “involves the creation of new categories of products and services to introduce to the market. […] Category designers present their products and services under a new category and educates the market on that category.” And while this sounds awesome, it’s not really “creating” a category. To create a category, it needs not to be existing before. And here’s the thing:…
Knowing for a fact
“This industry is very conservative and saving-costs-oriented. We (I) have to be price-competitive.” Have you been in that place? Or heard someone saying that? If so, how do you know for a fact that’s the case? Today I heard that argument. And it might be valid. The next thing to question for you, if you’ve been in that place is: If they’re “saving-costs-oriented”, do they buy and invest in expensive things? If your prospects do (invest in expensive things), it’s not a saving-costs-oriented…
Misleading your customers is good for you
When you work in music, movies, or art. When you delight your audience with the unexpected. When you prepare them to expect the unexpected. Not in business, though. You don’t want your customers to be misled. You want to surprise them, yeah; yet with an idea they’re part of. There, you lead them. And that’s how you delight them. PS.- If you want some fun misleading and are into the MCU (Marvel), do watch Deadpool. Great misleading (and tons of swearing, just FYI).