News Flash. Everyone is looking and sounding the same out there, and as a result, it is becoming more difficult to differentiate yourself in the marketplace.
Yes, the Internet has changed the game. Especially in business. Google what you do for a living and see what happens. Financial Services; 155 million hits. Accountant; 39 million hits. Litigation Lawyer; nine million. Sheet Metal Manufacturer; six million. And this one surprised me; selling Space Ships? Over one million hits!
It’s crowded out there. It doesn’t matter what you do or what you sell, chances are there are a lot of people, even in your own backyard, doing the same or similar type of work. So how do you stand out and be unique in today’s world?
Start thinking of yourself as an expert.
For almost 200 years, since the start of the Industrial Revolution, we have identified business with selling products and services. That worked well when there wasn’t a lot of competition. Now, in the Western World, the Industrial Revolution may be over, but there is another one happening in India and China.
As a result, many companies that built their business around their products and services are hitting a wall. They are trying to compete with all the other businesses doing the same thing. Sometimes they try cutting their prices but they find that is just a dead end.
However, companies that are building business around knowledge and expertise are doing better. Look at Apple. If Steve Jobs was still selling just computers, Apple would not be where it is today. No, they are selling the iPhone, iPod and the iPad, which are not really products at all. They are big ideas based on technology and expertise developed specifically to change the way we live.
You might say, well, I can’t do that. I am just selling widgets and running a small or medium-sized business. But you can. Every business owner is an expert in something. It is your personal brand. Conversely, if you develop your personal brand, you will become an expert.
And when you become an expert, you can let people know you are one through education. You can share your ideas with your audience through speeches, seminars, workshops, articles, blogs, podcasts videos and books, just to name a few. That what’s people want these days. Expertise.
So what are you an expert in?
