Who is in the crowd?

If you have a compelling story to tell. Tell it. The world is waiting even if some will not resonate with your story. Your story isn’t for them. It is for those who matter. You are to serve them. Do it in your best mode. Beast mode if you have to. They are waiting.

There is a big difference between the two crowds that came to hear your story. One is listening. The other is merely observing. One will take action. The other will sneer.

You serve one and ignore the other.

Does it matter who is in the crowd?

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Why don’t you want fewer customers?

You will probably do better if you have fewer customers if your profitability is low but you have a lot of customers. That’s because these customers are in love with your price and not you. If low price is your differentiation, you are getting people who don’t care about other things. It’s the wrong crowd to pull in. Someone is going to figure out a way to make a cheaper version and they will start going there.

Start raising your prices and start losing some customers; you will increase your profits and have more time. It will force you to think of key differentiators that are difficult for competitors to duplicate and in the long term do better business that makes business sense.

Do you have too many customers?

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What is riskier?

Some companies like to imitate others. They are contented as a “me-too”. Just a small market share of a bigger market is fine. It feels safe. It doesn’t need a lot of investments to meet targets. 

It may feel safe at first but it is the most dangerous thing to do. There is no competitive advantage that they have built, which means that there will be low barriers to entry. Eventually pricing will be affected due to competition and it becomes a commodified market. Margins are low, fighting for a piece of the market becomes tougher.

Better to start in an arena that you have expertise in where you can build a moat around some competitive advantage than follow the crowd.

Is it safe?

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Who wants to win?

Contests are great for creating excitement. Might even attract some new users. But sometimes it can attract the wrong crowd. You get contest hunters or professional contest participants instead of genuine users to participate.

One way to neutralize these professional participants is to make the contest so exciting that genuine users will want to take part. It takes a lot to move the real users. It takes even more to move the potential users. So work harder on your contest mechanics and yes, prizes too. Don’t bother if it is too small or too low in quantity. When you get a mass of people taking part in your contest it will drown out the professional contest participants.

Professional participants as they are will always be attracted by prizes no matter how small. They hunt down contests. They feed their Brobdingnagian greed with even the most Lilliputian of prizes.

Who loses in your contests?

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Are you dismissing them?

Embrace your silly ideas.

The best ideas are fragile. Sometimes, they sound so silly that many people won't even mention them. But I've learned that's precisely why we need to protect and share these ideas.

Why? Because innovation comes from those sparkly little thoughts others dismiss. Imagine if the creators of electric cars or smartphones kept quiet because their ideas sounded silly. Where would we be?

I realized you need to be around people who give you the space to share these "silly" ideas. People who won't make you feel stupid for suggesting something offbeat. Surround yourself with friends, colleagues, or mentors who get this. It's essential.

The opposite is a cynical crowd that mocks creativity of any kind. They cling to what's comfortable, what they know. It's easy to fall into their trap, but you must steer clear. Their mocking isn't about you; it's about their fear of the unknown.

Instead, focus on the future. Surround yourself with those who get it, who encourage exploration and innovation. They know that today's silly idea could be tomorrow's game-changer.

Embrace your silly ideas. Share them with people who value creativity. You'll be glad you did.

Why are they laughing at you?

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Who would you like to work with?

Elevated standards breed exceptional results. This becomes apparent when collaborating with individuals who stand out from the crowd. Their self-imposed standards surpass conventional expectations. Standards extend beyond the quality of work to the opportunities pursued. Settling for subpar performance from oneself will only yield mediocrity from others.

Likewise, accepting average projects leaves little room for exceptional endeavors. By raising the bar, you elevate the outcomes. It's a simple yet profound principle: to achieve extraordinary results, one must demand excellence from oneself and others. By upholding high standards, you get the best of yourself and others.

Would they like to work with you?

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Do you start with more?

It’s easy to want to go after a sizable market; where the masses reside. There is safety in numbers they say. Making things for many also means there are a gazillion of others like you making the same thing offering the same benefits.

Better yet, look at these masses and look for crucial differences between their wants and needs and fears. Then ask yourself, can you make something for this smaller market that others can’t. Stand out and be distinctive in this smaller crowd and win them over. They will spread your word.

Do you start with small?

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Are you different?

Don’t just be different. Different can be bad. Your brand has less benefits and features than your competitor. That can be bad.

Learn to be distinctive. Stand out from the crowd. Brands stand out because they are distinctive. Not just because they are different.

Don’t just be better to be different as well. Again, it’s being distinctive that makes you stand out. Not all brands that are better stands out.

The brands that stands out are the brands that are distinctive.

Are you better?

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