Piglet: If everybody were like everybody else, how boring it would be. The things that make me different are the things that make me, me!
Eeyore: Stand tall.
Piglet: You’re in a class by yourself.
Eeyore: Be proud.
Piglet: You’re not like anyone else. No doubt about it, you’re second to none ‘cause you’re the one and only one. Piglet and Eeyore, “You’re the One and Only One,” Winne the Pooh: Sing a Song with Pooh Bear
It often seems like companies are doing everything to try and get customers to do more.
But, when a company tries to do everything, it excels at nothing.
Since companies only have a limited number of resources, this usually involves trying to improve their category weaknesses, which inevitably draws focus away from their strengths. And, by improving their weaknesses to match the competition and focusing on winning share of mind for their improvements—and ignoring their strengths—they just end up looking a lot like the competition.
This creates a competitive environment that is a sea of sameness. One choice is just as good as another.
It’s hard not to be tempted to want to improve your weaknesses. Throughout life, whether in school or through performance reviews, we’re taught that the way to get better is to improve what we’re bad at. And, this is correct to a degree: if something is impeding or hurting you or your business, it should be improved.
But, being great requires giving up being great at something else.
If you’ve built a strong vision for your business, you’ll know what sets you apart from your competition. You’ll know who you are that they can never be.
So, instead of trying to beat the competition at their game, beat them at your game. Excel at what makes you unique.
Be the best at what captures the hearts and minds of your customers and employees.