A definite must-read for any business owner is a book called The Dip by marketing guru Seth Godin.
There is a small part on the beginning that talks about the importance of being the best in the world at what you do. You might be reading this right now and thinking "The best in the world?? That's impossible." If you're thinking that, then you should quit what you are doing right now.
Not so fast! It's not time to close shop just yet. Let's look at what being the best in the world really means.
Let's say you own an ice cream shop. There are plenty of ice cream shops around town, so why should anyone else come to yours?
I think the first thing that comes to mind when trying to attract new customers is price. Find what the competition charges and drop your price just a little bit lower. In many cases, this cannot end good. What happens when your competition lowers their price even more? You will find yourself now engaged in an unnecessary war. You'll be cheating yourself out of profits, and many times quality suffers in an effort to reduce costs.
Here is a better strategy: Be the best! How would an ice cream shop be the best if there are thousands of other shops? While you might never have the very best ice cream in general, why not pick a specific flavor? Instead of the best ice cream in the world, why not focus on producing the best strawberry ice cream in the world? You see what happens? You have now greatly improved your chance of being the best because you've created a niche. You pick one special thing, and do it well! Now, instead of trying to meet everyone's needs, you can be known to all of the strawberry ice cream lovers out there that you are the best.
Sure, there aren't as many strawberry ice cream fans as something like vanilla, but this is your greatest strength. By picking that one thing, you have just added value to your product. Look at Starbucks. Who would have thought a company would be so successful by charging $5 for a cup of coffee? I can go somewhere else and buy 2-3 cups for the same price. They don't have to offer cheaper prices because of the competition. To many people, Starbucks is the best, and because of that, their customers are willing to pay a lot more.
At MediaGlo, this is what we are very passionate about. In trying to be the best at what we do, we think it's very important to represent our customers as the best. You can get a website anywhere, but why not get the best?
You're either the best in the world or you're invisible.- Seth Godin