True Differentiation In The Marketplace
Consider the following: P Is For Pterodactyl: The Worst Alphabet Book Ever by Raj Haldar, Chris Carpenter and Maria Beddia teaches kids and readers that P is for Pterodactyl, K is for Knight, and U is not for You.
P Is For Pterodactyl is also in the top 100 books purchased on Amazon. People are buying this book in droves. Why is that?
It’s actually fairly simple. It deviates from what we have seen as a successful alphabet book in the past. It strays from the standard and avoids following the fundamentally competitive strategies in the industry.
We always see companies and brands wanting to be the best – to provide all services possible. The concept of Pink Goldfish encourages a focus on your weaknesses, on those things you’re terrible at. Why not be the worst at something if, in turn, it means you attract the customers you want and the culture you represent?
Here’s another thing to consider: kintsugi is the Japanese art of repairing broken pottery. Skilled artisans mend the broken pieces with lacquer or powdered gold or silver, making it more beautiful than before. It’s an intentional approach to imperfection.
Pink Goldfish is also intentional imperfection. You illuminate the imperfections of your business or products.
The 7 Types of Pink Goldfish
1. Flaunting … to parade without shame. Flaunting is about being unapologetic about your organization’s flaws. Take pride in those unique characteristics!
2. Lopsiding … take your weaknesses and exaggerate them. Most brands try to be balanced and well-rounded. This type encourages you to be unbalanced and imperfect. You need to amplify your weaknesses.
3. Antagonizing … is about polarizing, alienating, repelling and taunting. Do more of what some customers don’t want and then brag about it.
4. Withholding … is about limitations, restrictions, boundaries and constraints. It is about doing less of what your industry and competitors think you should be doing. This can involve fewer locations, fewer product offerings, fewer services, etc.
5. Swerving … is about deviating, diverging and veering from competitors. As we see what successful companies are doing, it is natural to emulate them. When everyone is copying the leader, then the entire industry starts to look the same. Small deviations from the norm change things up.
6. Opposing … is doing the exact opposite of what others are doing. It is being unlike the competition. Different from swerving, opposing is a complete break with convention.
7. Micro Weirding … is the minuscule actions to differentiate your brand. You can set your brand apart with some cohesive master plan; you can be just a tiny bit weird.
Guest article provided by:
Andy Bailey is the founder, CEO and lead business coach at Petra, an organization dedicated to helping business owners across the world achieve levels of success they never thought possible. With personal experience founding an Inc. 500 multimillion-dollar company that he then sold and exited, Bailey founded Petra to pass on the principles and practices he learned along the way. As his clients can attest, he can cut through organizational BS faster than a hot knife through butter.