How to be # 1 in your business
It is a misconception to believe that you have to have a better product or service to be number one in your business. However, if you are number one, people believe that you have the best product or service.
Start a new category
So, how do you become number one without having the best product or service? The answer is, start a new "category" and be the first in that category.
Tide
When Procter & Gamble introduced Tide many years ago, they could have called the product a “new, improved soap.” Then, Tide was soap, and Tide is soap today, in the sense that soap is a “cleansing agent.” But Tide was made from synthetic materials rather than the fats and lye found in traditional cleaning products like Ivory, Oxydol, and Rinso. Tide could have been called a synthetic soap, but that would have nailed the brand to the soap category. So Procter & Gamble called Tide the “first detergent,” a totally new category and even today, Tide is the leading brand of detergent.
Charles Schwab
When Charles Schwab set up Charles Schwab & Co., he could have focused on providing better service to stock buyers. But he didn’t. Instead he decided to launch the first discount stock brokerage company, and today Charles Schwab & Co. is one of the leading stock brokerage firms in the country.
Dell Computer
When Michael Dell set up Dell Computer, he could have sold his “better” products through conventional computer stores, but he didn’t. Instead he launched the first brand of personal computer sold direct by phone. Today Dell Computer is the world’s largest seller of personal computers and still doesn’t sell any computers through conventional computer stores. ... click here to read the rest of the article titled "Marketing your Business: Becoming #1"
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