Ex-lawyer turned relationship coach

A Sea Of Sameness

Apple doesn’t make phones. Harley Davidson doesn’t make motorcycles. And Nike doesn’t make sportswear.

Sure, once upon a time products were enough to attract and keep customers. But not anymore.

Jonas Ridderstråle, author of Funky Business, wrote:

“The surplus society has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”

People don’t buy what you sell, people buy why you’re selling.

Apple believes in challenging the status quo, constant innovation and keeping it simple. Having the iconic white earplugs dangling from your ears shows you do too.

Harley Davidson believes in freedom, in sticking it to the Man and going their own way no matter which way the world is going. Riding a 700 pound, rumbling iron horse says you too refuse to knuckle under to anyone.

Nike believes everybody is one step away from being an athlete, all that’s left is to just do it. Rocking the swoosh on your clothes means you’re on the journey to unlocking your true potential.

When you’re struggling to come up with a new product or service, perhaps it’s better to focus on why you run a business in the first place.

Because if people don’t recognise themselves in your cause, you will fail to build loyal customers. And only loyal customers are willing to pay premium prices.

By Jeroen Elsing
Ex-lawyer turned relationship coach