How comfortable are you saying: It’s not for you
Seth Godin once said, “The moment you are willing to say ‘it’s not for you,’ you are freed up to make art.”
One of the biggest mistakes I see small businesses and entrepreneurs make is that they try to be everything for everyone.
While it may seem paradoxical, the more you narrow your focus, the bigger you become.
- A narrower focus leads to differentiation.
- Differentiation leads to magnetism.
- Magnetism leads to higher margins and better products.
Big, iconic brands are not immune to this type of thinking either.
- In the 1980s, Colgate created frozen dinners. They were maybe expecting users to have dinner and then brush their teeth using their products.
- Harley Davidson, the iconic motorcycle, launched a cake decorating kit. Maybe they expected younger audiences to create a bond with their brands — and eventually buy them.
- Lighter company Zippo has a perfume for women which even resembles its main product. With fewer people smoking because of health concerns, the company diversified into launching camping gear, clothing and accessories
- Cheetos, a brand of cheese snacks, launched a lip balm.
- Burger giant McDonald’s attempt at pizza failed to wow customers.
- Hello Kitty launched beer, fruit-flavored, in Taiwan and China for its adult women customers who have grown up with the cartoon cat.
Are you building something for the opinions of people that don’t matter?
How much time, energy, and resources are you taking away from creating a product or service that makes a difference for the people you are meant to serve.
For everyone else, it is ok to say, “It’s not for you.”
Stay Curious,
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P.S. Need help crafting your offer and message for the people you were meant to serve?
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