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Be intentional or be irrelevant

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Do you want to be a creator?

Even if your answer is a big resounding NO, if you’re in business, you are a creator.

Or at least I hope you seriously value creating over consuming. Because that’s what businesses do.

And a creator has a choice to make…

Being deliberate about how you position yourself or let others, the competition or the market dictate it for you.

And you might say:

“But Chris, there’s so much competition out there, how can I stand out and make an impact for my audience?”

My short answer is, it’s hard.

I know because I’m facing it every single day. Through the noise of social media platforms and other service providers. Oh and the recession.

But I have a very good re-frame for you today, that can help you shine a new light on things if you’re struggling.

Direct marketer and list man Brian Kurtz, says that whenever you’re communicating and trying to convey your message and stand out, you should simply strive to become “the messenger for someone on a topic”. There’s no need to reinvent the wheel. You just need to help your audience absorb a concept in a unique way or with your own specific angle.

It’s liberating.

You are the creator yes, but you don’t need to create from scratch.

You create by being the messenger, the carrier – and by adding your own spin to the message.

But be careful…

This also means that you have to choose when it comes to your angle and the category you try to fit in.

Positioning expert April Dunford warns us:

“Companies need to select their market category carefully. The best category makes the strengths of the product both obvious and relevant. A poor choice can make your best capabilities invisible.”

You simply need to be the messenger, but being the messenger in the wrong category can render you invisible.

The lesson?

Good positioning is about being intentional and relevant.

It’s all about capturing (not necessarily creating from scratch) and conveying the right message and matching it with the category that best fits both your business and your audience.

Tomorrow I’ll share a couple of lessons on how to position yourself for success, from a past client who just shared something really cool: these guys are having their customers sell their products for them. It’s crazy…

Keep an eye out for it.

In the meantime, if you’re interested in working with me 1-on-1, you can see what the fuss is about here.

And a pinch of good ol’ social proof…

Quote and reflection of the day:

“I must not fear. Fear is the mind-killer. Fear is the little death that brings obliteration. I will face my fear and I will permit it to pass over me and through me.”

– Lady Jessica Atreides, Dune (movie)

Facing your fears means going through some kind of suffering. Mental or physical. We never completely learn to prevent fear, we just get better at experiencing it.

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