The best way to make sure that nobody notices you is to be just like everyone else…in everything.
That might be good advice to help a shy kid survive high school (which probably not even then), but it’s not the best advice for success in business or life.
Most of us know enough to “make fun of” people who are trying to be just like someone else. Comedians do impersonations to be funny, and sometimes they are really funny.
Do you notice which people they impersonate?
Do they impersonate people who are just like everyone else? No, they impersonate people who are different.
We tend to feel the same way about companies, too. There are so many companies, and most (almost all) of these companies really are just doing things that everyone else is doing.
We don’t talk about those companies. In fact, usually we only buy something from them if (a) it’s convenient, (b) they’re giving away something, or (c) there isn’t anyone else (they know) who offers the same thing they need right now.
So…Which companies do we discuss? Which companies do we seek to pay? If price is equal, who are we choosing? We choose the best companies…or the ones we perceive to be the best at something.
How can we position our company to be different than the “rest of them?”