How to make your startup stand out when your competition is better armed, better funded and more popular (w/ case studies and videos)

There’s really no secret to how I think of things to write about these days.

If you’ve ever emailed me…you know that I actually read and respond. So, I basically just sit back with a cup of coffee and stare at my inbox until a few hundred people ask  me the same question – then I “come up with a brilliant idea”.

God, I’m a lazy bastard.

Clearly, I’m no Paulo Coelho.

But the good news is, I usually end up talking about things that you actually want to know rather than rambling on and on and…

Had to catch myself there.

You want to know what’s been popping up like crazy in my inbox recently? Lots of questions like this:

 

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I have to admit, Craig…this is a legitimate question.

So I have two rhetorical questions for you:

  • How DO you stand out in a crowded market full of competitors who (seemingly) have more money, access and popularity than your little baby startup? 
  • Is there even a point in pouring your heart and soul into an idea that’s already been done (in some way/shape/fashion) before?

Of course, rhetorical means that I’m going to answer these questions.

But, to do that, I’ll have to pull back the curtain a bit and show you what myself and a select group of your fellow tribemates talk about when we’re REALLY getting things done.

The myth about creating something “new”…

In my Tribal Accelerator Program, a carefully curated group of your tribemates comes every day to discuss the deeper issues at the root of our startups and collaborate with expert mentors to break through barriers and finally become profitable.

Meet Nwams.

Screen Shot 2013-06-15 at 9.40.08 PM

Nwams is a member of TAP and she’s the CEO/Co-founder of EasyWeave – a Houston-based startup that helps women (or men?) find the best prices on hair weaves and extensions by connecting them to hundreds of sellers and comparing prices.

Ever been on eBay and compared prices on two nearly identical products, then chose the one that had the best value?

EasyWeave is just like that – but for hair. Awesome, right?

But….as usual, there’s a problem.

The main idea behind EasyWeave is not a new concept….not by a long shot. And the competition is as stiff as possible.

Nwams has 4 main competitors: Alibaba, Etsy, Ebay and Amazon.

Every heard of those guys before? Yeah, they are global wrecking crews. All of them move millions and millions of dollars worth of hair weaves/extensions every year.

 

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At a cursory glance, it pretty much seems like EasyWeave is dead in the water. Nwams’ competitors are bigger, stronger, wealthier and much more well known. They’ve got it on lock. It’s like that crazy basketball game in Space Jam where Michael Jordan had to go up against those freaky 12-foot bodybuilder aliens. With odds like that, most people just curl up and hope for death.

 

 

“Please, just make it quick and painless.”

 

How can Nwams still give her startup a chance at succeeding? Is there even a point in continuing when EasyWeave is a mosquito in a room full of vultures?

How can Nwams even have the audacity to think that she’ll make money when there are so many bigger players out there doing the exact same thing she’s doing?

Most startup founders run into this wall and get scared. We immediately try to think of a new product we can make that will be drastically different than what’s already on the market.

We don’t just want to reinvent the wheel. We want to reinvent the car, the streets and the stop signs.

We’re searching for something NEW to differentiate ourselves because we’re scared the competition will gobble us up if we don’t create something unique.

But that unique product isn’t a new product at all.

It’s your personality.

You: your Unique Selling Proposition (USP)

Let’s face it – when we’re first starting out, the competition will be better armed, more visible and in many cases, they will have the ability to undercut us on price point.

In Nwams’ case specifically, the first thing I noticed is that her market (hair weave) is flooded. Most people get discouraged by a saturated market. I don’t. To me, it means she made a smart move. A flooded market means that her concept is solid. People want what she’s selling.

A flooded market gives you the opportunity to rise to the top because although there’s a ton of competition, 98% of them will be doing the WRONG thing. The majority of businesses can’t really sell what they make. That’s why they go out of business.

The second thing I noticed is that EasyWeave’s market is saturated with faceless online retail giants. You don’t have a connection to an Ebay or Alibaba when you buy from them. You are just purchasing what you need – and if you can find a reason to purchase somewhere else, you will. There’s really no loyalty involved.

So we need to give people a reason to buy from EasyWeave that outweighs the blind reflex to just look for the lowest price.

Nwams has a reason: herself.

Remember this: You don’t always have to be better, or cheaper, or faster, or more high tech than your competition.

Oftentimes, just being yourself is enough.

You can create a brand around yourself, with your personality and story as the USP (unique selling proposition).

Let’s zoom in here a little bit and think about the psychology behind why we buy.

Why we buy (vs why we THINK we buy)…

When you buy a new piece of clothing, a new convertible…or even a bottle of wine, what are you really buying?

Sure, you’re buying something physical – but behind that physical object is the feeling that you’re hoping to capture by possessing the new object. Even if the feeling only lasts for a second.

You’re not buying the shirt. You’re buying the way you feel, and the way others percieve you, in the shirt.

You’re not buying the convertible. You’re buying the warm summer breeze through your hair.

You’re not buying the wine. You’re buying the buzz and the off chance you might get freaky with that girl you met at the restaurant last night.

Everything we buy is in an attempt to capture a feeling – and we’re hoping that the feeling will stick. Because when it’s all said and done, all we’re left with is our stories.

Human beings connect with stories. And if you’re launching a startup that caters to human beings (umm…this is probably everyone), then you can leverage considerable influence over even the most vicious competitors by creating a more compelling story than them. A story that sparks feelings and emotions in the potential customer.

In EasyWeave’s case, this is really easy because all the faceless giants we named don’t even HAVE a compelling story. They’re just…there.

People will buy from you because they like your story and want to take part in your journey. They feel like they know you. Get this: they actually ENJOY buying from you and PREFER it over somebody that they don’t feel close to. Even if your prices are a little higher.

How to create a compelling story (hint: stop trying to “compete”)

The first step in creating a more compelling story than your competitors is to make the conscious decision NOT to compete in the same game everyone else is playing.

You have to actively seek out (or create) another ocean for yourself that no one else is swimming in. In order to stand out and really start differentiating yourself, try to answer these four simple questions. They are often overlooked, but if you can answer them, you’ll have no shortage of buyers who want your unique flavor

I blatantly stole these from my good friend Andrew Szeto. He’s brilliant.

The question are:

  1. Why you? (as in, you, the seller)
  2. Why me? (the prospect)
  3. Why this? (your product or service)
  4. Why now?

When you answer these question well, others can try to copy – but it will be obvious and lame.

Consider the perpetual Microsoft vs Apple rivalry. By continually making products that imitate and try to “one-up” Apple’s, Microsoft usually just looks cheap and backwards. Instead of trying to beat Apple at it’s own game, Microsoft should be creating its own ocean to swim in.

 

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Do you see the irony here?

Rather than explaining WHY somebody should choose their products, Microsoft usually only tries to articulate why consumers SHOULDN’T buy Apple’s products. Therein lies the problem. That entire argument still keeps Apple at the center!

Microsoft isn’t showcasing their own personality or technology. They are merely commenting on the personality and technology of another company in hopes of making people dislike their competitor .

That message doesn’t resonate with consumers.

How does this apply to EasyWeave?

There’s only one Nwams. There’s only one EasyWeave. Right now, Easyweave is a slick, modern site that tries to hold its own against other (much bigger) ecommerce sites with deep pockets. That needs to change.

Rather than trying to compete with online retail giants, pretending to be another retail giant, the TAP program is helping Nwams to come front and center with the brand.

Instead of the current storyline, which reads something like:

“Welcome to EasyWeave. We make is easy to buy 100% virgin hair from trusted sellers.”

The new storyline becomes:

“Hey, I’m Nwamaka and I founded Easywave for one purpose, to find you the most beautiful hair at the best price. Let’s go shopping.”

See the difference? Better yet, feel the difference?

The first storyline highlights the features of the website, but doesn’t introduce any benefits or points of interest that couldn’t be found somewhere else. And if for some reason, another retailer is selling the same product for cheaper, there would be no reason to stick with EasyWeave.

The second storyline highlights Nwams and the purpose behind why EasyWeave exists. It focuses on a feeling (beautiful) and extends a personal greeting with a call to action.

These are subtle changes that make a world of difference. By injecting her personality into the core message, Nwams can make EasyWeave stand out easily when everyone else is just trying to fit in.

Bonus Case Study (video): How Trunk Club leverages their Unique Selling Proposition and makes me buy their stuff in the already-super-crowded menswear market

Once your potential customers have made a clear mental differentiation between you and your competitors because of your unique story, the real fun begins.

We talked about how EasyWeave could separate from the pack by not competing with the online megastores at their own game and embracing Nwams’ individuality as a branding identity. But the EasyWeave story is still being told.

How do we know this whole concept of injecting personality and specificity into your brand actually works?

Enter Trunk Club.

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Besides being a very thinly veiled phallic/luggage double entendre, Trunk Club is essentially just a mens’ clothing boutique that carries various high-end department store brands.

What do that have going for them?

  • Their prices aren’t that great (they are actually pretty pricey).
  • They carry high-quality clothing, but their selection isn’t necessarily any better than you’d get at a nice mall.
  • Their website isn’t flashier or more functional than average.
  • They aren’t better marketed or more well publicized than other boutiques or carriers.

So why choose to compete in an ultra-competitive, ultra-saturated market like designer menswear? Why not try to sell something “niche” and “creative” like fleece socks or leather chaps or something?

And why the hell would I choose to buy from them when I have a dozen other options who are cheaper, closer, more well-known etc?

Personality and delivery.

Trunk Club has a very clear Unique Selling Proposition that has nothing to do with price, variety, popularity, credibility or “originality”. Here’s what their about page says:

Trunk Club was started to solve a simple problem – shopping for clothes in stores or online just doesn’t work for most guys. It’s overwhelming, inconvenient, and takes way too much time. With Trunk Club, guys discover awesome clothes that are perfect for them without ever having to go shopping. We combine top brands, expert service, and unparalleled convenience to deliver a highly personalized experience that helps guys look their best and saves them time.

 

Their process is ridiculously simple:

  • You sign up for a free account and send them a picture of yourself
  • A professional stylist calls you to talk about what you like and how you want to look/feel in your new wardrobe
  • They send you clothes that they think will look great based on what you talked about
  • You keep what you like and only pay for those items
  • All shipping (to and from) is free

 

Screen Shot 2013-06-16 at 7.04.25 PM

My stylist’s name is Kim. I don’t know about you, but I’ve never had a professional stylist really pay attention to my needs and match up customized looks just for me.

Having her pick out clothes for me did a few things:

It saved me a ton of time that I’d rather be spending on more important things (like actually working on my businesses).

It established a huge contrast between the service I get at a Macy’s (or other department store) and the care and attention that I get from a personal stylist.

It established a personal relationship with a “real” person. When I order my next trunk, I’ll only speak to Kim. This time, I only picked one item from the trunk. Next time, she’ll get a better feel for what works for me and will be able to send me clothes that look and feel even better.

 

As strange as it sounds, since I know that an individual is taking her time to find things that she thinks I’ll like, I almost feel bad sending back the trunk without at least buying ONE piece. Kim is so nice and genuinely seems to care about what makes me look and feel good. We had a few laughs on the phone and I feel friendly towards her.

Now the sales situation is completely turned on its head. Rather than her trying to “sell” me, I feel a little obligated to buy something because I don’t want to dissapoint her by making her feel like I rejected her choices for me.

In the back of my mind, I begin to wonder if she gets some sort of performance-based commission on how much I buy from each trunk (she probably does) and all of the sudden, I want to “help” her in some way. I know it sounds crazy, but these are the thoughts that go through my head.

I write articles on these very concepts and still, I’m not immune.

All of the factors I listed make me more likely to spend more money on a piece of clothing than I normally would. I’m not going to buy everything in the trunk (it’s about $1,200 worth of stuff). But I will buy at least one piece.

In the process, Trunk Club has managed to do something that at first glace seems unlikely: convince me to purchase from a new source that I’m not familiar with, at a price that I typically wouldn’t.

They are a great example of how you can enter an already crowded marketplace and use your unique personality and “flavor” to attract new customers, even when you’re a small fish and competitors have a much larger reach.

By the way, if you’re wondering how Trunk Club is doing on the business end, their profits have skyrocketed over the past 4 years (est. 2009) and in turn, they’ve attracted some of the biggest venture capital firms in the country to invest in them.

So much for a saturated market.

Last, if you’re curious about what was in my trunk and how sexy I looked in the clothes, check this video out. I just threw it together quickly:

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Tools and Takeaways: How to apply these concepts to YOUR startup

So you’re up against the big boys (or girls) with no money, no support and an “unoriginal” idea. Big deal. Here’s what you need to do to stand out:

First, answer these four questions:

  1. Why you? (as in, you, the seller)
  2. Why me? (the prospect)
  3. Why this? (your product or service)
  4. Why now?

Next, think about how you can take your product or service and put a unique spin on it to solve a common problem. Refer to the EasyWeave and Trunk Club examples to get some ideas. You don’t have to create a new problem, or even an entirely new solution. Sometimes it can just be a slight variation, combined with your own unique personality.

Finally, get personal with your prospective clients and customers. In a sea of monotonous retail giants and automated software, people are craving human interaction. If you can make someone feel loved and cared for, price becomes secondary. I know this, because I’m wearing an $80 t-shirt right now.

If you want to read more about positioning, creativity and building a unique brand, you should pick up:

Steal Like an Artist – by Austin Kleon

The Discipline of Market Leaders – by Michael Treacy & Fred Wiersema

(ps – those aren’t affiliate links. I could give two shits about getting a few pennies for you to click. I just think they’re great books. I’ve read them both in the past 12 months.)

Feedback

Let me know in the comments:

  • What project you’re working on
  • What’s unique about your personal brand that you think will resonate with customers
  • What 3 steps tomorrow you can take to start defining your Unique Selling Proposition 

Annnnnd GO!

 

Talk soon,

DD

 

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Liked these strategies? Sweet. I can send you some even BETTER stuff. Just join the tribe. (It’s free).

 

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26 comments
Sasha Srdic
Sasha Srdic

Super glad I ran across your site man.  I'm 43 and have been struggling with the concept of working for someone else most of my life. I invented a kitchen gadget, pitched it on Dragons' Den (Canadian Sharks' Tank), got destroyed on TV and then went on to get an investor, travel to China and manufacture my product. Now I sell it online and in the retail sector.  Admittedly, I still have lots to learn about marketing. Hence the reason I'm glad I ran across your site.


I've just started creating a digital product (online course) to help others bring their idea (product/service) to market. My idea though is not to copy what's already out there but to come at it with my own unique perspective - thoughts control our present. Kind of a spiritual/Karma approach. The battle for success or failure (I actually believe there's no such thing as failure) happens in our minds each and every moment.  It's just a matter of learning to control the battle field.


I just recently started putting together my blog. Wish I had done it years ago as I could have helped lots of people by now. Oh well. As they say, better late then never.


If there's a blog topic you think your readers would get value from, I'd happily do a guest blog post.


Thanks again for the great content.


Sasha

humbirduk
humbirduk

Hi Daniel  startupbros gave me your link  ..I understand you give free advice ? I would like some for my startup which is a very different business model to most   ,,May i ask how you make money if you give advice free ?


email  iansidea@gmail.com       Ian   UK  

finnious
finnious

Great stuff, launching a DiscGolf project following your advice. 

Already have a person interested in working with me on the project.

TheDarkLlama
TheDarkLlama

Wow this was a fantastic article!  I love how you reframed Nwam's story line.  

Since you asked...


I'm working on a martial arts system that I've dubbed "Perfect Fight Response".  REALLY proud of the name, ha.  Took me months to think up.

What's unique: it's not really self defense, it's not even really a martial art, it's  a collection of skills to help you develop your own personal Perfect Fight Response.  .... Okay, I"m still narrowing in on how I want to word things but that's the gist.  If it helps you fight better, you'll know it by the end of the course(s).  2 curriculums are ready: "self defense" and "better than a black belt".  The third is still a work in progress.

3 steps--Better landing pages--I have a site set up like you recommend from your free course (thanks by the way!) but haven't finished everything.  I still need the email list and landing pages for sign ups.  Step 2, videos.  The about vid will be first.  Step 3 attention.  Start talking to people and building a student base again, done it before just not with PFR.  


Eventually I'll make dvds or have some means of online learning.  I want to be the Ramit Sethi of the Martial Arts world and I want my material globally accessible so anyone who needs this teaching can get it.

gwleckythompson
gwleckythompson

Daniel,


Some great advice and resources - that's why we come here, I guess - and I really get a kick reading the comments. It's worth coming back just to see what people are saying about each post; there's often little nuggets in there that are an extension of the blog post itself!


I'm just starting out with a new business putting together special taster packages of rare, small producer, and interesting loose teas with a story to tell. It's a subscription service (a model I'm strangely attracted to), and this post has duly been bookmarked for reference as I build my own USP.


Other people selling subscription tea? Yes. Among them giants like Twinings (well, they're big where I come from, anyway) and Whittard (better known for coffee but still a scary competitor.) They're both cheaper and can thrown in nice little freebies.


However, their tea isn't as special. I'm talking with people who sell tea that can cost over $100 per kilo. That's expensive if you find you don't like it (as has happened with me and some green teas; just don't agree with me) and can find it at all!


So, that's what I'm concentrating on right now - building the USP, building out the offer, and finding my top teas to share with my future customers!


It promises to be a roller-coaster of a ride, but if you don't execute (like @TheCruziest says) you'll not get the benefits that come with the journey.


Onwards&Upwards


Guy

Mollys Vote
Mollys Vote

Love strategies...and will deffo look at the books

TheCruziest
TheCruziest

Daniel, 

 

Another awesome post. I think you hit on some great points. So last night, I had a friend reach out to me telling me about an idea for a website he had ... this is the second time he has told me his biz idea ... the first time was about a year ago. I called him out on it, not to embarras him, but to let him know it's been about a year and it's still an idea. Taking action separates the doers from the dreamers. 

 

Anyways, we were talking for a bit more and his reasoning behind not executing was that it was similar to other ideas out there, but with a unique twist. I sent him this post and told him every idea has already been thought of in some shape or form. And I was telling him that while the idea is simple, you don't need to think of a complex idea for it to be good. 

 

I told him if you think there is some sort of need for it, why not try? Love the example of trunk club. Can anyone really say there is anything really "innovative" about it ? I don't think so ... especially since this model has been applied with other needs in a broad sense (e.g. birchbox, freshdirect, etc). The reason why they succeed because there is a need for it. 

 

So to all you entrepreneurs out there, IF YOU HAVE AN IDEA .... EXECUTE!!!! Trust me, even if the idea doesn't pan out the way you would like, you're life will only get better. The experiences you will have and the people you will meet will set you up for some sort of success. 

Nwams
Nwams

Daniel,

 

First off: IM LOVING THE TAP PROGRAM. & I no guys, I wasn't paid to say that. It's just true. The knowledge & insight that I've already been exposed to is mind blowing. 

Anywho, regarding the USP, I already have some plans of putting the strategy to use & letting my story shine through & truly embodying being the "face of the brand". I'm excited to see where this takes me & EasyWeave & our users. After all, that's what entrepreneurship is all about right? Not being afraid to break the mold & try new things. 

 

Thanks a bunch for the fresh perspective. 

JoeFormica
JoeFormica

Daniel,

 

Another complete, well thought out resource with real, actionable steps and strategy to address a problem that so many early stage entrepreneurs face.

 

While there are a million things to take away from this, I believe the most important is the mentality shift that an entrepreneur can go through when they start thinking about personalizing their brand and utilizing their USPs.

 

Take for example, a few of my friends who started http://popularcorn.com/ (sorry for the plug).  There are two ways you can look at starting a popcorn company (something that has REALLY been done a million times).

 

1. The market is crowded, we don't have the resources, money, status etc...aka I'm never going to start this.

 

-OR-

 

2. People love popcorn and will always buy it. And by buying it from us, they are getting a great product that my partner and I are passionate about. Every bag is hand crafted to be the most quality product it can be, and by purchasing one you are getting something that we put every ounce of our energy into. We can learn logistical stuff from the people who have done it before us, but at the end of the day, none of them ARE us or our product.

 

What a huge difference! This can be so helpful in overcoming the MENTAL barrier to entry - or rather, walking around the barrier and setting up shop somewhere else.

 

Thanks for the fantastic write up.

 

Joe

Andrew Szeto
Andrew Szeto

This article was long but packed with great stuff you won't ever find anywhere else.  Probably not even in paid products. It definitely needs to get into the hands of as many people as possible.

 

If there's one step you should NEVER skip in a business, it would be this one. Positioning yourself, your brand, or your product is probably THE MOST important and profitable thing you can do for your business, if done right.

 

If you really think about it, the practical value of most products don't vary by much.  The difference between those who "make it" and those who don't lies elsewhere...

 

For example:  A BMW 7 series will get you from A to B.  It'll keep you sheltered on your way from A to B.  You can use it to store stuff, when you go from A to B.  All great stuff.  And a Rolls Royce Ghost will do the exact same thing.   In fact, BMW bought Rolls Royce, and the Ghost is the exact same car as the BMW 7 series with just a different body and badge. The guts are exactly the same. In terms of practical value, they both offer the EXACT same value.

 

So why does the BMW cost around $100,000-150,000 whereas the Rolls Royce Ghost cost $400,000+, when they are the exact same car? It all lies in the intrinsic value - which as a result, comes from positioning.

 

THIS is why it's so important to apply what Dan has laid out so nicely for us here.  Invest a solid amount of time into this part of your business, and you'll be sailing a lot smoother than had you not. Sometimes free information is easy to overlook but DO NOT do that with what Dan puts out.   In fact, he should probably be charging for it, lol. And when you actually APPLY it, his information and advice makes your journey from the 9-5 to being in charge of your own life and finances much, much easier.

 

p.s. thanks for the kind shout out :)

 

 

MrRichOneDay
MrRichOneDay

Like always nothing but a plethora of great information from you. Currently I am working on finding my niche with a pretty cool site www.richoneday.com... I was definitely inspired by a lot of great things you have done and look to use as a personal mentor.Something unique about my brand may not be unique at all. I really want to just connect with my followers and show them that you should never work harder for anyone else than you do yourself.. That is the key to life. I am in the  beginning stages like I said so hopefully I will be able to figure out a great way to brand to my readers and hopefully inspire along the way.

YomiAlimiPharmD
YomiAlimiPharmD

Interesting. So I'm working on an blog/website that introduces people to different career opportunities for pharmacist while providing quality information products on critical junctions throughout that pathway. I've found that too many of the pharmacy blogs are filled with angry pharmacist complaining about their life in retail and none of them are very encouraging for an army of future professionals. My USP will be my positive experiences as a pharmacist and student and how I can leverage some of the roles of pharmacy preceptor to the internet. (Guide,Mentor, etc)

SergioValentin
SergioValentin

Man great article. Honestly, at first I was like, "man, this is too long, I'll read this later." After a paragraph or too, I couldn't stop. Very well written, very informative. I like the personal factor as an entrepreneur. It's so easy (I know this) to compare yourself to your competitors and totally forget what sets you apart and will make your competitors be weary of you -your personality. Great examples. I saw an interview about the inception of shoedazzle.com which initially took this personal styling approach and scaling wide over the web.

arpan330
arpan330

Great article by the way!!! It gave me a lot of insight about post launch marketing and how to keep everything personal and unique. Never to get lost in a crowd of sharks and whales!!!

Well I am hoping to launch my new Social Network and hope it happens soon. Will surely contact you once the beta is ready...

EtienneT_Esq
EtienneT_Esq

This is solid advice.  I have read a lot of stuff from Seth Godin that sounds somewhat similar in some respects and just started reading Bernadette Jiwa's new book "The Fortune Cookie Principle: The 20 keys to a great brand story and why your business needs one."  It echoes similar sentiments - people do not buy into what or even why. They buy into "how" your product makes them feel.  Because at the end of the day consumption is driven by self-centered motives.

 

I am working on an innovative fashion brand, but the true goal is to raise money to inspire and fund art projects for kids.  That goal will be woven into the culture and identity of the brand and will write the story.  I have been spending tons of time thinking about not my "brand" or tagline, but my story.  That is what I believe truly resonates with people and will get them coming back again and again, even if you cost more than the "competition".

Rich20Something
Rich20Something moderator

 @TheCruziest Can't back this up enough, man. There's no new idea, but there is a shortage of people who can execute on good ideas!

Rich20Something
Rich20Something moderator

 @Nwams LOL oh Lord! First of all, thanks so much for the endorsement (and I was hoping you'd comment on this post...since you're in it). I always get nervous when people say they like my stuff, because I can't help thinking that others are going to be like "this jackass probably bribed/paid her etc"

 

But I need to get over that :) So a huge thanks again. You're awesome.

 

Second, yep it's all about getting out, trying things and testing our assumptions. The new videos you're putting out are freaking superior. They will really help distinguish the brand.

Rich20Something
Rich20Something moderator

 @JoeFormica Great point, Joe. Oftentimes, the overcoming the mental barrier is MUCH trickier than overcoming the actual problem itself. But in reality, since there's nothing you can do that hasn't been done in SOME way by another person, the only thing you can do is create something that you know people will love and actually stand behind it. Regardless of whether they've seen it before.

Rich20Something
Rich20Something moderator

 @Andrew Szeto Thanks for the kind words and compliments, man. First of all - woah. I had no idea that BMW bought Rolls Royce. I guess it makes sense. Ford bought Jaguar. I think Mercedes sold out too. What is this world coming to?! But yes, you're absolutely right. At the end of the day man...many products have the same practical value - but perception can shape the intrinsic value. Which is why it's so important to start strong with quality positioning and awareness of who you are (as a brand) and where you're headed.

Rich20Something
Rich20Something moderator

 @YomiAlimiPharmD Awesome that you're redirecting the attention away from angry pharmacists and more towards people who want to make a positive impact!!

Rich20Something
Rich20Something moderator

 @SergioValentin thanks for the feedback, Sergio! Shoedazze is an awesome example....and dammit, they are everywhere now...

Rich20Something
Rich20Something moderator

 @arpan330 Yeah man - the beauty is, if you're really being "yourself" there's no way that you can get lost in the shuffle...because you're the only one like you. It's a wonderful realization.

 

Sure man, hit me up. I'd love to help out any way that I can.

Rich20Something
Rich20Something moderator

 @EtienneT_Esq Totally agree - for the most part, we don't even realize WHY we're buying something...we just know it feels right. As creators, if we can make people feel that way about our product, then we're doing our jobs!

 

That sounds really cool. Are you going to go non-profit with it?

 

Thanks for the feedback ;)

EtienneT_Esq
EtienneT_Esq

 @Rich20Something No.  I think there is a misconception that you need to go non-profit to have huge social impact.  I want to demonstrate that there are many companies having huge impact but doing social good.  And I want to help steer people towards understanding that you do not have to sacrifice doing well when you choose to do good.  But, its a work in progress!