Whenever I talk to a business owner about why they handle their business the way they do, I’m often told, “We do it that way because everyone else does it that way.” Each time I hear this, the words of Earl Nightingale come to mind: "If you don't have a good model for success, just look at what everybody else is doing and do the opposite.”
It’s a sad truth that most business owners don’t have a clue how to successfully reach out to more prospects, retain happy customers, or reengage with those who’ve done business with them in the past.
The truth is that in the competitive world of business, following the herd often leads to mediocrity. If you wish to get ahead and be a trailblazer, you must dare to break away from the norm and forge a path others are too timid to explore.
Let’s take Apple, for example. Apple has been bucking industry trends and redefining markets for decades. When Steve Jobs returned to Apple in the late '90s, the tech industry was focused on making products that catered to the technical elite. Jobs, however, envisioned creating devices that were user-friendly, aesthetically pleasing, and desirable to the masses. The launch of the iMac in 1998, with its vibrant colors and sleek design, was a stark departure from the beige boxes that dominated the market. This bold move didn't just make Apple a player in the computer industry; it revolutionized it.
Think about the iPhone. Before its launch, the smartphone industry was dominated by companies like Nokia and BlackBerry, which focused on physical keyboards and business functionalities. Apple took a gamble by removing the keyboard entirely, betting on a full touchscreen interface. Critics were skeptical, but Apple’s vision proved prophetic. The iPhone became a massive success and set the standard for the entire industry. By doing the opposite of what everyone else was doing, Apple redefined the smartphone market.
Another example is Netflix. In the early 2000s, Blockbuster was the king of movie rentals, with stores on every corner. Netflix, then a small company, decided to do the opposite of the brick-and-mortar rental model. They launched a subscription-based service, delivering DVDs by mail, eliminating late fees, and offering convenience. This was revolutionary at a time when the idea of mailing DVDs seemed impractical to many. Netflix's approach gained traction, and they continued to innovate by moving to a streaming model, a concept Blockbuster failed to adopt in time. Today, Netflix is a global entertainment giant, while Blockbuster is a relic of the past.
Tesla provides another powerful example. When the auto industry was focused on gasoline-powered vehicles, Elon Musk's Tesla bet big on electric cars. The conventional wisdom was that electric cars were impractical, expensive, and lacked the performance of traditional vehicles. Tesla did the opposite by creating high-performance electric cars with long-range batteries and a network of charging stations. This bold approach has paid off, with Tesla becoming one of the most valuable car companies in the world, pushing the entire industry towards electric vehicles.
Now, let's talk about you and your business. Following the crowd may feel safe, but it's a sure way to blend into the background. If you want to stand out and achieve extraordinary success, you must be willing to do what others aren't. Examine what the majority is doing in your industry and look for opportunities to take a different path.
For instance, if your competitors are all focused on offering a broad range of services, consider specializing in one niche and becoming the best at it. Specialization can set you apart as an expert in that area, attracting clients who value expertise over a wide array of mediocre services.
Or, if everyone else is cutting costs and offering lower prices to compete, you might do the opposite by providing premium, high-value services or products. This strategy can attract a different clientele, one that values quality over price. Luxury brands like Rolex and Mercedes-Benz have thrived using this approach, positioning themselves as symbols of status and excellence.
In marketing, while others might be relying solely on digital ads, you could invest in creating engaging, educational content that builds a loyal audience.
The road less traveled is often the one that leads to the greatest success. When you dare to do the opposite of what everyone else is doing, you open up a world of possibilities. So don’t be afraid to challenge the status quo and create unique value. Set your business apart, and carve out a niche that is uniquely yours.
If you’d like to discover new ways to carve your path away from the herd, then let’s talk. At eLaunchers, we specialize in helping business owners boldly reach for new heights, only to achieve them and boldly reach for the next. Give me a call, text me at 301-873-5791, or go to www.elaunchers.com to book an appointment.
Join our growing list of customers who are experiencing their best year yet because they said YES to eLaunchers.
Thank you, and I look forward to hearing from you soon.