I have just finished reading a fantastic book called “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout and published by Harper Collins Business. I found it to be extremely useful and what really made sense to me was the impact that a company could have if they were focused in their approach. Where is your focus as an individual or as a leader? What are you wanting to achieve? Where is your place in the market?
In this day and age a “Jack of all trades” could end up as a “Jake of none” as there is so much competition and the specialist could quite easily erode any market share that a generalist has so patiently gained. The reason for this is that the consumer might not know where to place you in their mind. Who are you, they may ask? How do you become top of mind if you are everything? The key to building your brand is to understand what you are and how you want your customer to perceive you. It is like my website “leader of leaders”. What exactly is leader of leaders? At face value it could be perceived as a site for leaders who lead leaders yet is that what this site is all about.
I have much work to do to crystallize what the exact purpose is but until I do it will be difficult to build a strong brand and for that I am extremely grateful to Al Ries and Jack Trout as they have helped me to unpack that I do have a gap that I need to fill. They have also helped me to understand the importance and science of marketing. I would highly recommend that you get a copy of the book it will certainly challenge you. Hope you have a fantastic day.