Be Different or be dead

April 8, 2024

What’s Wrong With Being “Number 1” in the World?

What’s Wrong With Being “Number 1” in the World?

Claiming that you’re “Number 1” at anything is not only misleading, it’s disingenuous.

What’s the definition of Number 1

Who measures the results among all contenders for the title?

Who decides on who gets the title? What are their qualifications to be the judge? Who decides they should be the judge? All contenders or just the claimant?

It’s easy to (disingenuously) claim you’re Number 1, but it doesn’t mean anything credible in terms of defining what separates one organization from another in the market.

Number 1 fits in the list of CLAPTRAP expressions that are (way too often) used to answer the question: “Why should I do business with YOU and not your competitors?”

Words like these dominate the competitive claims sky and render literally NO value in helping people choose one company over another: “better”, “best” and “leader”.

AND, Number 1 is one of the most NARCISSISTIC expressions out there.

”Number 1” is YOUR view of YOU.

How does that serve your customers?

It doesn’t.

It merely established you in the Number 1 herd of narcissists.

And it’s lazy marketing. It’s easy to say it when you have nothing concrete that makes you unique.

It’s hard work creating a unique competitive claim that is relevant and meaningful to the customers you intend to SERVE.

The way through the meaningless maze of aspirational thinking is to create The ONLY Statement…. “We are The ONLY Ones who….” to separate your organization from your competitors.

“You don’t want merely to be the best of the best, you want to be the ONLY ones who do what you do — Jerry Garcia, The Grateful Dead

Cheers,
Roy
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• Posted 4.8.24 at 05:10 am by Roy Osing
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