Itís very natural for people in business to spend a good bit of time worrying about what ďthe competitionĒ is doing.
As you survey the landscape of what youíre competing against, however, I suggest that other companies should probably occupy no more than 25% of your attention.
Because your biggest competition isnít the competition. Itís the†noise in your client's or prospectís mind.
You're competing with the boss---and kids, a schedule, office politics, the latest health problem, the job search, a fantasy football league, tomorrowís big presentation, an upcoming vacation, an overloaded e-mail inbox... and so on.†Your clients arenít spending a massive amount of time thinking about your competitors. What is occupying your clients' time and attention and energy is the distracting swirl of life and business.
Donít believe me? Monitor whatís coursing through your brain for the next 2 minutes. See what people who are fighting for your attention†are up against?
So, we all have a common competitive issue. The signal-to-noise ratio. How do we put forth such a clear signal that we stand out in the minds of our clients?
The most important realization that we must come to is that other people only have a very small box to put us into. In my mind, you're going to get one memory space, one mental pixel.
If you force me to figure you out, I'll probably get it wrong. So simplify it by giving me one clear and vivid summary.
You'll make it through the noise if your message is punchy. Appealing. Tangible. Aspirational. Memorable. You need to†get the point across quickly. Because I can only give you a short window of time and one mental hook to hang you on.
The greatest need isnít to add to the noise. Itís to distill to a simple, compelling, and memorable signal. By developing†micro-statements and using†analogies, you can gain memory space and beat your biggest competition: noise.
Steve Woodruff is the world's only Clarity Therapist. He connects people with their purpose, their message, and with other people in order to create new business opportunities. He writes at the SteveWoodruff.com.
Steve is an unusual hybrid of conceptualizer, strategist, marketer, analyst, wordsmith, semi-techie, and all-around decent fellow, except when there's bad coffee or lousy wine.