Traditional marketing tells us to segment, differentiate, and target.
To find a niche and position ourselves uniquely within it.
But what if instead of spending energy on segmentation and differentiation, we focused on creating something so valuable and meaningful that a group of people can’t help but talk about it?
Something that solves a real problem, creates real change, and that matters so much to those we serve that they become our voice in the world.
Making up a story where we believe we’re differentiating ourselves is not that hard, and it’s also not helpful to others.
On the other hand, creating something worth remarking about requires us to develop empathy, be of service, create value, and help those who need us. Most importantly, it’s worth doing.