| If our strategies are unique enough and wanted by | | | | frustration of waiting around for a plumber. They |
| the public, it eliminates the majority of all marketing | | | | promise a plumber within an hour of your phone call. |
| problems. Another big reason I hound the members | | | | The marketing plays to something none of us want. |
| of my programs is to create a "category of one" to | | | | No one wants to wait around on a plumber to show |
| help eliminate marketing issues with competitors. | | | | up all day. This concept has resonated with a lot of |
| It is far better to have a winning strategy, such as | | | | customers who have been frustrated and as a result |
| "category of one" than coping with a non-articulated, | | | | it is a booming franchise concept in plumbing. As long |
| un-thought out strategy. (FYI: you are also practicing | | | | as other companies do not grab onto this strategy |
| with a strategy even if it isn't written, articulated or | | | | and dilute the advantage they will continue to reap |
| even thought about.) | | | | huge rewards. Because barriers to entry are not that |
| The best strategies are unique and very difficult to | | | | high, the odds are this advantage in plumbing will |
| duplicate by others. The more difficult to duplicate by | | | | disappear quite rapidly. |
| competitors, the more protected you are from them. | | | | What about architecture? Well, here are examples: |
| Your strategies should be focused on the particulars | | | | 10-15 years ago, green-architecture was seen as |
| of what you want while giving your clients the things | | | | very unique and special. The public didn't know much |
| they desire. This requires FOCUS and | | | | about it and some wanted to do something for their |
| CONCENTRATION. | | | | planet. The earliest adopting architects got the |
| What should you focus and concentrate on? Giving | | | | de-facto role of green "specialists." In most markets, |
| your clients more of what they want or removing | | | | that early advantage has disappeared as many |
| the things they don't want. Important point to make | | | | others hoisted the banner of Green Architect, diluting |
| here is not what you think they want or not, but | | | | the term's value. Now "Green Architects" is in the |
| really what they think so you need to ask them to | | | | same useless language land of non-differentiation as |
| be sure you know. Interestingly, removing or | | | | "good design" architecture. |
| eliminating things they don't want or frustrates them | | | | Stepping back purely from being green, no matter |
| has more leverage for you than giving them more of | | | | what area you are going to focus on, creating |
| what they want. | | | | yourself as THE authority in your area of |
| An example from business: a fast growing franchise | | | | concentration, in the eyes of the public, should be |
| today is one that promises to eliminate the | | | | part of that strategy. |