Making A Statement

In business...

One of the great differentiators is the ability to make a statement.

This can be played out in many different ways.

When you have competition...

You need to make a statement to stand out amidst the various options.

When you have a client...

You need to make a statement so that they do not forget you in a world that is screaming at us constantly.

When you have marketing...

No matter the type of marketing...

If you cannot make a statement then you will get drowned out.

But here is the thing...

Most people do not make statements...

And the few who do...

Often are not as impactful as they believed.

There is a reason that so many businesses fail...

They are unable to make the statement that they needed to.

Now, there are a variety of reasons for that.

Sometimes...

The statement doesn't reach others because it is not "directed" at those others.

I see this all the time with entrepreneurs...

Whose messaging is all about how great the "entrepreneur" is...

While completely failing to explain how the "customer/client" benefits.

The message fails to land...

Because the customer/client cares more about their needs than who the entrepreneur is.

Or another statement that often fails...

Is the David versus Goliath messaging.

Now, this is essentially where a small company decides to go against a large company...

And their messaging makes themselves out to be the young upstart who is here to "take down" the big bad larger company.

But the reality is that this nearly always fails...

Not because the idea of David versus Goliath does not work...

But because they fail to understand Category Design Economics.

A classic example here is Microsoft versus Apple.

There was the amazing commercial series with two individuals...

Where the cool, young, and hip guy said, "I'm a Mac"...

And the older, nerdy guy said, "And I'm a PC"...

And the Mac was always portrayed as the better technology.

They were catchy and funny commercials that you can still find online...

But what you may not know...

Is that they failed to make a difference in the OS marketplace.

Even to this day...

Microsoft owns between 70% and 80% of the OS market...

While Apple owns between 10% and 20% of the OS market...

With the difference being made up with Linux and a few other much smaller organizations.

Apple, of course, great larger as an overall organization because of the dominance of the iPod followed by the iPhone and iPad...

But their David versus Goliath messaging never made an impact...

It was not a statement that could ever make a difference.

This ends up being the story of most statements that are made...

Because people fail to understand what making a statement really means.

What is needed?

The statement needs to make you stand out...

But not just by making you different...

Rather, it needs to land like a lightning bolt...

Followed by thunder that shakes the foundation of the world.

If you are trying to make a statement against a competitor...

It cannot just be about your "differences" or "features" or "services"...

It needs to shake their confidence in their entire business model...

Making them fear that they are about to go extinct because they have become irrelevant.

If you are trying to make a statement to potential clients or customers...

You do not want them to consider your product...

You want them to demand your product at a higher price point than you are selling at.

If you are not making a statement like that...

Then you will become noise.

Learning how to make a statement is an important difference maker in business.

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