Breaking the rules is the new rule..
The business models that created iconic brands of the past are now guaranteed models of business failure. Incredibly we still see major businesses and even governments, in fact even the European Union embracing thinking that is almost certain to deliver unacceptable outcomes for all stakeholders. To be in business now means doing things differently. Creative thinking is critical in differentiating yourself from the masses.If you hear yourself say "That's not the way our business operates" Then you should probably be saying yes to the new idea you just rejected
What's Wrong With The World Today?
Businesses are failing as they keep doing the things that made them successful
Everywhere you look there are businesses closing their doors and banks becoming nationalised. Centuries old brands like Wedgewood and Woolworths disappearing from the high street. If you take a close look at all these business there is often one common thing they did wrong.
Businesses are failing as they keep doing the things that made them successful!
The methods that once worked, advertising, mass appeal, market saturation etc.. No longer are appropriate or effective ways to grow or even maintain customers.Every high street now has the same brands, often competing with similar brands selling similar merchandise. These businesses spend money growing brand awareness via mass media often when they already have massive brand awareness.
What companies are not doing is focussing on people. Instead of pushing their offerings onto consumers that are already swamped with choice companies must start finding creative new ways to reach the right consumers.
Wedgewood was the 1st company to really understand marketing. The Wedgewood brand was built on great design, incredible quality, attention to detail and exclusivity. They marketed their products by gifting tea sets to royalty at a time that the media simply did mot exist.Sadly in recent decades Wedgewood shifted production to China, mass produced its wares, and seemed to forget all about the things that made it a world-renowned brand.
Wedgewood tried to follow a business as usual method. Instead of embracing the business as unusual methods that once created such an iconic name.
Wedgewood needed a Purple Sheep
Conformity is a Business Disease.
The worst thing you can do in business today is to fit in. Be more wise and don't be caught.
Walk down the high street today and it is not a particularly exiting experience. Everything is starting to look the same. Not only are all the shops identical, towns and cities are starting to look the same. If you are a retailer, online shop or even a Mayor you have to stop being like everybody else.
Consumers are now getting bored, they have stopped shopping not only because they have less disposable income, in fact arguably as mortgage rates fall many consumers now have a little more cash at hand. Consumers are not going shopping, as they are tired of the monotony of every shopping excursion being exactly the same as the last one, even if they go to a different.
This applies to every business. Business only stands out if it offers something unique that people actually want to spend money on. You need to get creative, understand people, and find ways to engage with your customers in a way that will make them feel special.
Be Different For The Right Reasons
Find things that appeal, not just things that stand out
At the end of the day grabbing attention is not enough. It might get a hit on your website but it wont give much dwell time. That is, it might bring punters in the door but it won't make them hang around and open their wallets.The product must appeal to basic human needs. People want certain things. Just what those things are will depend on whom you chose to sell to.
Really work hard on future trend mapping. Brainstorm ideas, throw out the ideas that are already out there and focus on the really unique ones.
Get some market research into your demographic, or focus on a rising one and try to be 1st to the market. Remember, you must have integrity, point of difference and consistency.
Free Bonus Hint.. 10 to 20% of western consumers are looking for Sustainability and will pay a premium for truly remarkable and sustainable products.
Free Bonus Hint no 2
.. Green washing is the new marketing sin.Good luck. DO IT NOW
Purple Sheep Project
