This post from Seth Godin’s blog really got me thinking.
Sorry, someone had to say it.
Your products are predictable. Your insights are recycled. You don’t bring surprise with you when you enter a room.
That’s why people are ignoring you.
Which used to be fine, because you could just buy attention for your brand or your company or your sales efforts. But that half-price sale on attention is now over.
The only path left is to lean out of the edge and become interesting, noteworthy and yes, remarkable.”
Feeling a bit uncomfortable reading this? Yeah, I know, me too.
So what are we going to do about it? Let’s take the only path left that Seth mentions and lean out of the edge.
To get a better picture of what remarkable means I looked up the definition online and found this:
1. notably or conspicuously unusual; extraordinary: a remarkable change.
2. worthy of notice or attention.
notable, noteworthy, striking, extraordinary, wonderful, unusual, singular, uncommon.
I hesitate to use the well-worn word of innovation, but it is connected to being remarkable.
Here are two examples of innovative and out of the ordinary businesses I recently read about on Springwise. One is called Panty by Post, which offers a monthly subscription of specialty underwear sent in the mail. This is a unique combination of the subscription based business model, ease of on-line shopping, and luxury.
The other company, Soup Cycle, delivers organic soup on a weekly basis by bicycle to your home or office. An original blend of a subscription based business model, organic, sustainable, and sourcing as well as selling the product locally.
Wondering why you should bother being remarkable? Remember that being remarkable motivates people to talk about you and your business. Which leads to more clients and growth in your business.
Being remarkable is about creating a unique and unforgettable experience. In the book The Experience Economy by Joseph Pine and James Gilmore they state, “…companies stage an experience whenever they engage customers, connecting with them in a personal, memorable way.” It’s about “acting with intention” so that there is meaning in the things you do.
If I asked five people who know you well what makes your business extraordinary what would they say? If you don’t know, go ahead and ask them.
Think about the last time you yourself experienced a ‘wow’ from another business. Is there something from that experience that gives you ideas?
You can create the experience you want your clients to have. What can you do that no one else is doing? What is something unexpected and delightfully surprising that would make your clients say, ‘Wow – that’s amazing?’ or ‘I’ve never experienced that before!’
How can your business be remarkable? Here are some areas to consider.
Your Products or Services
– Change the format or structure
– Create a new combination
– Introduce new packaging
Who Your Clients Are
– Choose a different gender
– Pick a new age group
– Select an alternative industry
– Include a new geographical location
Your Products or Services
– Switch the location of your delivery
– Change the timing or your delivery
– Decide on a new method of delivery
– Create a new pricing structutre
The Way You Interact with Your Clients
– Change or add a communication channel (phone, Skype, text, email, in person)
– Change the frequency of communication
– Change the reason for communication
– Create a way for them to interact with each other
Forget about how you have done things in the past and start from scratch. Design your products, services, and processes with the goal of delivering a ‘wow’ and see what comes up.
I don’t have specific answers about how you can make your business remarkable; this will require some focused thinking on your part. You can do it on your own or find another business owner who shares the vision of having an incomparable business and brainstorm together. You can also hire a coach or consultant.
I hope you’re feeling inspired to take this challenge on with a vengeance and discover ways to make your business remarkable.
(If you want to read more about how to be remarkable from Seth Godin, click here).
© Stephanie Ward
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What makes your business remarkable? Share your thoughts and questions below in the comments section.