As almost every marketplace becomes more saturated and noisy and homogenous, the possible areas of differentiation are becoming fewer and fewer.
Except, of course, for the creators who lead with the how. The ones who put their process on a pedestal. Because in a commoditized world, people don’t just buy what we make, they buy the way we make it. That’s part of the value proposition. The how behind the what.
One of my favorite business writers recently released a new book, but with an interesting production twist. Three highly successful consultants interviewed him over the course of a year to distill his worldview, advice and insights. This work, adding up to over forty hours of audio, was distilled down into a massive volume of new material that exceeded five hundred pages.
And as expected, the content was stellar, but what really inspired me was the way in which the content was created. Alan’s book was leading with the how. To me, that trumped the what.
An innovative reminder that if our product is the process, if what we sell is the way in which our art is made in addition to the end result, our brand is significantly more sustainable. What’s more, we protect our work from being stolen, repeated or reverse engineered.
Because nobody can say what we have to say, in the way that only we can say it, except us.
LET ME ASK YA THIS...
Are you a leader in the new frontier of conduct?
For a copy of the list called, "194 Books in Scott's Success Library," send an email to me, and you win the list for free!
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That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.
Now booking for 2015-2016.
Email to inquire about fees and availability. Watch clips of The Nametag Guy in action here!