Uniquely Position Your Business to Solve Problems in the Market
What gives your company a right to exist, survive and thrive? Do you know the answer to this question? It is the core of why you launched the business in the first place OR it is what you evolved to in response to the market’s needs.
The world does not need another diamond cutter.
The world does not need another jewelry brand or retailer.
The world does not need one more gemstone trader.
UNLESS…..
Your business is UNIQUELY positioned to solve a problem in the market.
The world already had Skype, and Teams. Why did 27% of businesses choose Zoom during the lockdown vs. 18% to Teams and 15% to Skype.
Zoom had a right to exist. It offered superior core functionality, a fresh vibe that made consumers feel current, using the “latest” cool video-con service. They fought for and won SOV (share of voice) through strong marketing when Microsoft already gave up on Skype.
You can topple the big guys. But you need to have a right to exist to do it.
You can keep your position at the top. But not just because you are there. You’ve got to keep your finger on the pulse of consumer behavior and keep listening to what problems you need to be uniquely positioned to solve.