Last week I gave a talk on ‘Unique Selling Propositions – The Innovation in the Outliers’. I presented a number of market trends. During my talk I encouraged participants to ask questions and share their own experiences.
One of the changes we talked about is the centralisation/decentralisation trend. Some companies are centralising resources, workflow, funds, and decisions. Others are horizontalising, spreading out the decision-making and resources.
A participant worked in the creative industry. He saw how there was a big push to decentralise products and services, work with a collection of contractors instead of one large entity, and seek revenues from alternative sources such as crowdfunding to get projects off of the ground.
Another attendee had a foot in two worlds: one product she was selling was through a highly centralised model and a second product she was selling was through a highly decentralised model.
There’s value in aligning yourself with a trend. There’s also value in intentionally not participating in it. To generate the most benefit for your clients and dollar for your efforts, you need to understand how your target market will want to receive their product.
Whenever you hear about market trends, I encourage you to think about these questions:
Have you recently changed some of your business practices to incorporate market changes? How did that work out for you? I’d like to know more about it.
In ancient Rome, roughly 1 in 3 people in Italy were slaves. There was concern in the Roman senate that slaves would cause a rebellion. The Roman senate debated the idea that all slaves wear the same colour toga – so that Roman citizens could know the status of the person to whom they were addressing. After much deliberation, the Roman senate decided against the measure arguing that if slaves could easily identify themselves they would plot against Romans.
Fast forward to today. There are many changes occurring in business. Many entrepreneurs are struggling to implement change, seek out investors, and develop something new. Quite often entrepreneurs will dilute their original idea to fit in – not to sell, not to gain investors, not a better version of their original idea – but to fit in and blend in. Basically to become wall paper, it’s there but no one notices it. I think this does a great disservice to the entrepreneur, the markets and society as a whole.
Instead, I suggest that entrepreneurs wear their togas. Stand out. Be different. Show everyone just how unique your company is. Only then will you be able to find like-minded partners, truly interested parties, and potential sales. If people see your toga as blending in with that of everyone else, then they don't see you. Wear your new toga with pride.
Allo there ~ I'm Renée and this is my blog on leadership and business development. Here I explore the nexus between leadership, conflict resolution, networks, innovation and prosperity.