“Find Out Who You Are and Do It On Purpose”

‘Leading B2B companies’ are nothing of the sort.

Take a look at your competitors’ websites. Chances are, quite a few of them will say they’re a leading supplier in your sector.  The fact is none of them are leading. They’re all shuffling forward in a herd with nothing to say for themselves other than they do pretty much the same thing as the other ‘leading companies’.

This is the uncomfortable middle of the market. With nothing particularly unique or valuable to offer, these companies are engaged in a constant grinding battle based on price. They’re at the mercy of their dumbest, undercutting competitor.

Now take a look at the genuine market leader in your sector/niche. Chances are they’ve figured out the unique value they offer their customers, and they articulate it very well, consistently over and over again. This is why they’re the market leaders. They’re not positioned as ‘better’. They’re memorably ‘different’.

So, if you find your marketing team describing your business as ‘leading’, alarm bells should ring for you. It’s time to put some serious thought into your strategy. Without it, your team can, at best, only put lipstick on the gorilla.

And, by the way, I use the word ‘strategy’ advisedly, as it’s misused so very often. I can’t put it more simply than this quote from Dolly Parton…

“Find out who you are and do it on purpose”

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