The holidays are upon us and as each of you take a break to enjoy your friends and families, we thought the article below, written by our marketing advisor, was most appropriate. Mike Wien is a world class athlete, speaker, and marketing strategist. His focus on being very specific in your efforts speaks volumes to what sales professionals should do to drive growth.
Happy Holidays and our very best for a prosperous and healthy New Year.
Rudolph: The Reindeer With The Specific Edge
By Mike Wien
Once upon a time, there was a reindeer who was ridiculed and alienated because of his red nose.
Initially, it was a painful setback and Rudolph wanted to be rid of the trait that made him stick out. But the story that would “go down in history” is a powerful metaphor that outlines how the traits that set us apart can actually be a huge advantage – if we can harness those differentiators and create a Specific Edge.
From Outcast To Hero: Rudolph’s Unique Talent
As the story goes, Rudolph, tired of being laughed at and excluded, runs away from home, believing he will never fit in and that his red nose is a hindrance, not an advantage. But his unique trait proves to be an opportunity to fill a gap no one else can: late one foggy Christmas eve, Santa and his reindeer cannot see well enough to guide the sleigh to deliver presents around the world – and Santa is on the verge of “cancelling Christmas.” Only Rudolph with his glowing nose can light the way and save Christmas – something his peers simply are unable to do.
Differentiators: Your Way To Serve A Niche
In other words, Rudolph’s differentiator – his Specific Edge – allows him to fill a need and “dominate the market” of snowy Christmas Eves in a way that his peers and competitors can’t. So it is with everyone, four-legged and two-, who capitalizes on their Specific Edge. Like Rudolph, people who work hard to promote their special characteristics will create a point of differentiation and ultimately win out.
Your differentiators are not just the traits you are born with; they’re also your passions, your skills, your education, and unique life experiences – attributes that you have honed through years of Sustained Effort. The unique combination of your traits and knowledge enables you to provide solutions that others cannot – if you can determine who needs your Specific Edge and in what circumstances, you have found your target market. And members of highly specialized target markets invariably choose the specialist over the generalist. Think of it this way: on a stormy Christmas Eve, Santa’s going to choose Rudolph over an average reindeer every time.
This holiday season, identify those qualities, talents or skills that separate you from the rest and celebrate them. Commit to use them as part of your Specific Edge and become the go-to resource for your target audience.
Best wishes for a wonderful holidays and a very happy and healthy New Year.
As a professional speaker, consultant and world class athlete, Mike has the opportunity to combine his corporate background and Ironman experiences to share his truly unique personal philosophy of “Sustained Effort Wins”. He shares his best thinking with entrepreneurs and business leaders, helping them apply the same principles to focus on solutions for improving growth and increasing profits.