It’s simple.
We want to sell ‘Oranges’ if everyone else is selling ‘Apples’ or vice versa.
It’s not a crazy notion. Intellectually, most people understand the importance of differentiating from the herd.
It’s easy to see the value in standing apart from the crowd:
- piqued interest
- premium prices, and
- better clients (the types that want exactly what you do)…
but, in practice, most people (and businesses) find themselves tossed into the bushel of apples.
Think about it for a minute, are you or your products indistinguishable from the rest of the market?
When you’re indistinguishable from the market, you become a commodity.
Commodities are a dime a dozen.
Most customers buy the cheapest commodity.
We can avoid commoditization when we build proprietary systems, trademarkable styles, patented products (whether we take them to the USPTO or not).
Now, if only there was a way to communicate what makes you different from everyone else… and in turn allow you to reap the benefits of being an “Orange” in a world full of apples...
Well, there is.
It’s called “Care.”
When I work with clients to think through differentiating their offering, making their work an Orange, we spend a big chunk of time unpacking what it is that their customers actually care about…
We think about the entire process that customers will move through from realizing a problem to looking for a solution and ultimately picking us.
We then try to define what customers will care most about during that process and try, whenever possible, to create systems that blow their mind.
The key to success is having a repeatable system of mind-blowing.
That system is your Orange.
Name it what you want.
Get creative.
Are you combining two things in your industry (like a doughnut and a croissant)? Name it a Cronut™!
This also works with you, personally… You can be an Orange, if you are the product, that is.
For example, there are tons of CPAs and accountants… but have you ever met a Personal CFO?
When given the chance, we want to be the Personal CFO not the accountant.
I’ll say it one more time for good measure, we want to be the Orange in a market full of Apples…
Also, would you like my simple 3 step process to repackaging your product to make it an Orange? Email me. tony@tonyubertaccio.com)