What’s your competitive advantage?

You create a brand positioning so that you can differentiate yourself. Then comes little red riding hood hopping down the jungle path and decides to copy your position. A brand positioning takes the assumption that no one is going to copy you. But we know this world is filled with copy cats. 

Do you now have a differentiated positioning? Do you then change your position?

How far sighted are you?

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How to read a book?

Here’s how you should read a book from your industry if you are old and cynical and tired of industry jargons.

1. Force yourself to look out for “Eh, that’s new. I didn’t know that.” So you avoid the situation of don’t know what you don’t know. Have the student hat on you know. Avoid the Dunning-Kruger Effect.

2. Then look out for new ways of saying things that follows basic principles of your industry. Lots of authors love new terms to old tricks so to speak. So, look out for “Hang on... isn’t this concept similar to (check against some fundamentals of your industry.)”

3. Then apply your experience. Are some things true in your case? You should have some, “Oh...this is true in my experience.” 

4. Are there concepts worth acting on? Don’t just learn. You need to apply. It’s time to seek out “This is what I can adopt and adapt for my own growth.”

When you have enough confidence.

5. This is my model. Now create your own.

How do you improve?

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Are you easily impressed?

So many business owners and marketers remind me of some practitioners in martial art schools. They have been there for years; their belt rank has gone up. But their skills have not. They have not practiced at home and they have not internalized the skills nor bothered to learn its application in real life. Every shiny new trend and new school of martial art impresses them. When the time comes for them to use their skills, they wonder why they couldn’t beat the guy who touched their girlfriend in a pub into a pulp.

How good are you, really?

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Do you want to win?

For those who do not know, there are two sets of Chinese writings typically referred to as “simplified” or “traditional”. The traditional way of writing is more complicated and difficult. Interestingly, I was told there is no simplified version for the Chinese word ‘win’. I suppose it is not easy to win. This is beautifully captured in the pictograph of the word ‘symbols’ that makes up ‘win’ in Chinese. It’s pronounced ‘ying’ if you are interested.

To win, the Chinese ancestors thought – these are the elements that you need. At the top is the symbol of ‘death’. Meaning, you need to be able to sacrifice for it. Your resolve needs to be deep, so much so that you are willing to die for it. In the middle is the symbol of ‘mouth’, meaning you need to be able to communicate and persuade. At the bottom, its foundation are “month” meaning winning (or achieving your goal) takes time, “shell” (or money, in ancient times sea shells were used as money) meaning winning takes material sacrifices, and lastly “common” taken to mean a balanced mind; the pursuit of your goals needs to be in a balanced mind for it to be meaningful.

Seems to me, it works for your personal life and your marketing as well.

What does it take to get there?

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Are you reaching out?

In the days when we couldn’t measure who we were reaching out to with our communications, we tended to just reach as many people as possible. We interrupted people who very possibly didn’t care about our message. But that was long ago. We reached as many as possible because we knew; we would hit some who cares about what we say. We then converted them into sales. I am simplifying, but you get what I mean.

Now we have the technology to know with a lot more certainty who we are reaching and how often. So, does reach and frequency still matter? Of course it does. Now, you up your game. The idea is still to reach as many relevant people who would care about our message. Because ultimately, it is still about the number of people we can convert; increase our conversion rate and make more money.

That reach number is still important. Just that now you can do it better than the time when Pteranodon ruled the skies.

How many would believe you?

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