The desire to please is in all of us. We want to satisfy and please our loved ones, friends, bosses, customers and the list goes on. We all know the expression: “The customer is always right.” But what about those times when the customer is actually wrong? When their desires, their needs, do not meet those of the business?
That’s the dilemma facing every rising brand. It starts out with a vision, a passion to deliver something unique to an audience that just can’t get enough of whatever it may be. But little by little, we begin to saturate the market. Competitors arise, and we look for new buyers.
And that’s when it happens: we become “yes” people. You know, those middle management cogs that deliver satisfactory performance, meet adequate goals, and are remembered by absolutely nobody.
That may be okay for the average corporate employee, but when brands start saying “yes” too often, they tend to stall out. Trying to please too many people not only waters down the message, it often compromises the very product or service we’re selling.
Our businesses cannot be all things to all people. And neither should our brands. Markets are saturated not because of the limitations of our products, but because of vastly increasing distribution channels. And it’s precisely when anyone anywhere can find your product that you need to be crystal clear about what you’re selling.
This is the time to go back to basics. Remember why you got into the business in the first place. Dig deep and harness that inner voice. And start saying “no” to those people that want you to be something you’re not.
There are plenty of good buyers out there. But they’re being bombarded by new choices daily, and the most successful brands will be the ones that take a stand, stay true to their promise, and commit to their loyal customers.
Author: Ashlee Goodman