What Don’t You Do?
Posted by Craig Johnson on October 28, 2009
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It's no secret that we live in a crowded marketplace, and the battle for the customer's mind-space is a brutal one. Crafting the right message about what you do is a critical task. But an important step on the way to defining what you do is actually defining what you don't do. I find it interesting that when I describe companies and brands to people I know, more often I use descriptors of what they don't do.
We are a shoe retailer, but don't have any physical stores.
We taste just like Coke, but don't include any sugar.
We're an airline, but don't have any advanced seating.
We're an innovation conference, but we don't let just anyone come.
What are other examples that come to mind?
Alana Dy
Alvin Diec
Becky O'Mara
Blake Howard
Dustin Britt
Jason Orme
John Bowles
Staci Janik
3 Comments
"great post! such a useful way of adding focus that is so often overlooked. I often tell clients that developing a strategy is often about understanding what you say "NO" to."
- Scully
"We're a premium coffee shop, but don't always sell you the best cup of coffee.
Doh!"
- Alvin Diec
"I'm a search marketing consultant but don't let you do search engine optimization until you've first demonstrated you can convert the traffic you're already getting."
- Todd Miechiels