The Desert of Arizona
Rain 76 Degrees
You might think that the way to “win the business” is to provide a solution that’s better than your competition.
Maybe you can be cheaper, faster, more efficient, less risky, or provide some other feature based improvement. If you’re lucky, perhaps you will enjoy quite an advantage in your market… that is, until someone decides to take your point of differentiation and ONE UP you. Someone can always be cheaper… or faster… or more efficient than you.
So while being “better than your competition” is ONE route you can take, I don’t like it very much.
Instead, I prefer the whole “incomparable” route. It’s not about being “better,” it’s about being beyond comparison. That means getting compared to your competition isn’t easy. It might even be impossible.
Let’s say you have your heart set on buying a Bentley. And since you happen to have an extra $200-$300K under the couch cushion, you decide to finally buy one.
To you, the Bentley brand stands for everything you want in a car. Mainly, you want a car that communicates that you accept nothing but the best. Your car isn’t a car, it’s a communique you want to broadcast about you.
Here’s the thing: there are plenty of places to get a car, but there’s only ONE place to get a Bentley. If you want the Bentley, you can’t go to the competition and ask them to get you something similar. You have to go to the only place where Bentleys are sold.
This is obvious, right? Right.
So why would you bother trying to be “better” than your competition when you could take that same energy and use it to become incomparable?
But how do you do that?
That’s always what everyone wants to know. The how… But asking that question is just a symptom of your “brainwashing.” You’ve been trained to think of yourself as a “no name” cog in the wheel that’s just another interchangeable part.
The simple answer is that you already are incomparable… and so is your business. There’s only one place to get the exact result that comes from YOU doing the service you do, in the way you do it.
The real problem is that you have not communicated this to your prospective clients in a way that they notice, understand or care about.
That’s what the platform does… slowly, over time. It SHOWS that.
Instead of asking, “How do I become incomparable?” ask yourself, “What does the vehicle look like that will demonstrate what I am and how I do what I do to the right people?”
Give up trying to be “better.” Be incomparable.