Big companies want to be everything for everybody — surefire ways to dilute the brand. The more you mix varying products and services, the less your organization gets remembered by your customers.
The smart folks at Clorox don’t mix their Hidden Valley Ranch dressing to their product line. They don’t call it Clorox’s Ranch dressing.
The management at Marriott International keeps Ritz-Carlton separate. Toyota doesn’t mix Scion and their main product line.
In the early 90′s, Subaru did something great — they gave up. They gave up the sedan market for Toyota, Nissan and Honda. Subaru decided that it was time to focus on ONE single task. One thing that they knew they would be better than anyone else.
So they focused on AWD (all wheel drive).
It Takes Guts
When you give up on anything, it’ll test your guts. A lot of other people will have other plans for you, and it’s safe for them to say “Sell something everyone will buy”. But, what these people don’t realize is when you’re trying to sell your product to everyone, it’ll create a commodity, they’ll seek your stuff only when it’s cheaper than others.
More importantly, when you’re trying to be everything for everyone, your customers will forget what you stand for.
Don’t live the life others expect you to live. Go with the guts and capitalize on your strength — something you’re better at than 99% of other people. If you don’t have that, market will eventually eliminate your organization.
Ignore everyone and start from scratch. Your life deserves better than how others tell you to live.
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