According to Seth Godin's blog post there are two ways to break win in the market:
You can create a breakthrough. A promotion so powerful that people can't help but engage. An innovation so remarkable, people can't help but talk about it. A pricing strategy or ad campaign that breaks the mold and is worthy of attention. This takes huge guts and substantial investment.
Or you can win with consistent benefits, delivered over time. You win by incrementally earning share, attention and trust. This might take years.
Almost all marketing attempts to do neither of these, and of course, fail. Painless and quick are rarely associated with 'successful.'
In the internet world we live in nowadays, people are immune to ads that are thrown in front of us and we are expected to follow like lemmings. Instead, people are more likely to listed to sources that they trust respect and messages that are personal, relevant, and anticipated. As Godin said, this type of work of incrementally earning share, attention and trust could take years. But, anything in the middle will not work.
Every time you make a new product the biggest thing you want is to acquire customers for your new product. So what do you do? It is especially challenging when there is already a major player in the very market you want to go into. I'll tell you what, what thing I will not do is attack this major player with a full frontal attack. I would not try to offer lower prices to an already low priced store. I would not try to offer speedier service then the already fast printer.
What I would do is attack them from the flank and make a prodcut or service that they did not even think would be important. In this way you get customers converting from them to you.
When I grew my father always told me that you need to cook with love. You see he loved to cook and could cook all day. He was the type of person that could do all the steps of preparing a chicken - from it being live and walking around to being cooked on your plate. He cooked for the pure passion of it. Like many kids I hated to do chores. So when my dad asked me to help around in the kitchen, often times I was more preoccupied with wanting to watch re-runs of Threes Company on the TV than to properly skin the carrots or make sure the rice does not over boil. I started out as a reluctant cook. But years of watching my father cook finally stuck on to me. I acquired his passion of cooking. Now, when I cook, I do it with passion. From choosing the ingredients at the right market -I avoid the large the commercialized grocery stores - to picking the right ingredients. I do every step with love in mind. That is to do the cooking so that I come up with the best possible product in the end. One which says this is me, this is what I love to do, and this is a reflection of me. I think if you cook with love, you can only make a good thing.
(Notice, I say cooking, but cooking can easily be replaced with other words like art, marketing, recruiting, writing, or anything else that requires using your God give ability to create something remarkable).
There is a new grocery that opened up about 30 minutes from my house. I went there on a Thursday morning to buy some head-on shrimp. This grocery store had the largest fresh seafood options I have ever seen. Fresh Barracuda, shark, head-on shrimp, whole grouper, live Blue Crab...it was remarkable. There are only a few places I think of in the entire Chicagoland that offers live Blue Crab and I've never seen Barracuda sold anywhere around here. The store was packed. On a Thursday morning! By contrast the bigger , more established grovery store Dominicks has a small selection of boring (and questionable if it's fresh) seafood section. The usual farm raised salmon, farm raised tilapia, and frozen shrimp. Dominicks has become boring - and the result is that no one goes there any more. Over the years, Dominicks developed the policies and procedures to create less downside (Unions, regular boring products). Upstarts spend their time making products that have an upsside.
In these economic times, be aware of the tendency to settle. Settle for a job with no long term future for the sake of money. Settle for staying home and watching TV because there are no good opportunities out there. Settle to take on a gig that pays the bills but does not build the type of clients you are looking for.
Don't settle. Know who you are, don't be afraid of who you are, act on the things you really believe in, and don't settle.
When I think of the word hope. I see a player on the sidelines of a football game hoping that his team will catch up even though he is down by two touchdowns.
When I think of the word faith. I picture a man having faith that despite the fact he has no job, has been laid off, and the economy is going down the drain, he has faith that things will pick up.
So what is better faith or hope.
I had a discussion with my wife on this topic. We came up with the conclusion that faith is a much stronger attribute to have. Faith is about belief, hope is about evidence. Faith is empowering and makes you almost invulnerable no matter what the external circumstance. Hope has an implication that your internal feeling depend on an external result. Faith is eternally optimistic - under any circumstance.
There is a major difference in having the FAITH that something is real versus having the HOPE that something is real.