Monday, August 24, 2009

Spreading Ideas

Your world consists of too many options and too little time.

Managing inbox inventory, juggling meetings, appointments, kids and customers. Staying on top of bills that need paying and messages begging for a reply. You wish you had more time to think, plan, refocus, but there is always so much to do.

"Gotta FedEx that package to Toronto before noon".

Anything that ain't solving a problem or making you money, gets mentally tossed aside.

You ignore ordinary stuff.

But you wish your business had more customers.

Today, you have come to the right blog because there is someone who understands your biggest challenges when it comes to getting your brand noticed by other time challenged people who have been ignoring you. Seth Godin is the author of 11 best-selling books, including "Meatball Sundae", FREE Prize Inside", "All Marketers Are Liars" and "Purple Cow", a concept Godin defines as offering a product or service that is remarkable. Some of the world's top companies pay a guy like Seth hundreds of thousands of dollars to help shape their vision and marketing strategies to be aligned in a world where the balance of power has now shifted 100% to the consumer.

In less time than it takes to shower and change, you can vividly see where your brand fits into this new brand world, with some help from one of the world's best at what he does.

And, best of all, you get this valuable insight for FREE!

Godin maintains the only way for an idea to earn buzz is by being remarkable. And therein lies both the problem and the opportunity.

Few companies, fall into the "remarkable" category.

From where TSB sits, it's less than 10%. Maybe less than 5%.

There are only four slots in any business category and your brand will fit into one of the other three, unless you happen to be one of those rare five percenters who has invested time, money, energy and emotion to create something remarkable. For the record, these other three slots are decided by the way consumers spend their money each day. They are as follows:

1. "Better than average" - a few good ones, truly good at what they do.
2. "Average" - the mushy majority you can take or leave.
3. "Mediocre" - the fakers and takers who just scrape by.

If you operate a small to medium-sized business, the top slot reserved for those who are "remarkable" is well within your grasp since it is usually marked "vacant". However, that slot will be filled by someone else once they hear about blogs like this one and plug into what people like Seth Godin are saying.

By definition, being remarkable means your brand is somehow noticeably different from all the rest. In order to be "heard" above the crowd, you will need to do something to separate your brand from the "herd" in your category.

In what remarkable way are you doing things differently?

And will other busy people care enough to spread your story?

When people use your brand name as a verb, that is remarkable.
MEG WHITMAN, CEO, e-Bay 1998-2008

Originally posted September 18, 2008

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