Jack Trout wrote, “If you imagine any market, there’s really first place, second place and then the rest.”
Who wants to be the rest?
(Actually, who really wants to be ‘just’ second?)
No one, right?
You want to be first.
When you think about markets like fast food, technology or business, what are the first names that come to mind? McDonald’s? Apple? Trump? Probably. The seconds—or the rest—simply don’t even exist.
The point is there are only one or two names that will leap to mind in any category. They own the category. They are the category.
You want to be visible in a way that’s trusted, sought-after, and authoritative. -Taki Moore [Tweet This]
And that’s where you want to be with your business.
Not Just Visibility
But how can get to be first?
The answer to being first is not to simply “become visible”.
Any joker with a webcam and a YouTube account can become visible and get millions of hits and comments. They may even get picked up on the evening news and have their 15 minutes of fame.
But so what?
You want to be visible in a way that is trusted, sought after, highly paid, in demand and authoritative.
Your aim is to be visible with authority.
So visibility isn’t enough.
Creating a Market of One
But you have another, even bigger problem. The bitter truth is that most markets are really crowded. The leader in any category has often been established for years, if not decades and will be difficult to replace.
That’s the situation most of us find ourselves in.
But I have a simple solution.
Why not simply redefine the marketplace you’re in altogether? Invent a new category altogether that you can dominate and be Number One?
Here are tips of how to go about creating your Market of One:
- Know Your Word (Your Category) You should have one word that describes your category or niche. At most you should have two words that communicate one concept.
Is your word leadership? Is it time management? Focus? Profits? Growth? Personal development? If it is, unfortunately someone is already number one in all of those categories.
So you have to pick a smaller box to own. How about “strange leadership?” That’s definitely a smaller box, right? Who’s selling “strange leadership”? Can’t think of anyone? Perfect. Your word shouldn’t bring anyone else to mind. There’s your opportunity to be number one.
- Know 8 other words (your positioning).So you’ve defined your category. Now it’s time to define your positioning.
Jay Conner Levinson wrote a great book called Guerilla Marketing. Where he delivers one compelling truth: if you can’t put your position into 8 words or less, you don’t have one.
Ouch, right? But it’s true.
You might not want to put your position in 8 words. You might be afraid that 8 words will narrow your position too much. That you’ll get pigeonholed. But that pigeonhole is EXACTLY where you want to be.
A pigeonhole will clarify exactly your point of difference and help you stand out.
- Own Your Box.Let me share a weird theory with you.
Arthur Conan Doyle, who created Sherlock Holmes, had this idea that your mind is filled with a finite number of little boxes that get all filled up. For something new to come in, something else has to leave.
Imagine your prospects’ minds are like that.
They have all these little boxes and one thought or person or company owns each box.
You want your category and your positioning to own one of those little boxes.
You don’t need the entire mind – you just need one little box that is 100% yours.
And then you’ll be Number One.
And as Number One, guess what? You just won.
So go create your Market of One and start getting all the privileges—from more clients to more cash—that a leader inevitably enjoys.