It's not about being the best, it is be best suited. I read this sentence in a post of coach Alfónso Alcántara “yoriento”. And the truth is that drives some reflection, because often those who are dedicated to branding personal We pretend something so stubborn that our customers are the best. And is not that. It is to be the preferred option, which are best suited to achieve your goal, whatever it is.
The distinction is important, since the effort to be the best it can be disproportionately high, since you have to cover many skills, many types of customers, many activities and do so in many channels. In this sense, I would like to tell you about something that I have in my head for some time. I call the “emotional specialization”.
It has been spoken much specialization as a way to gain an advantage position in the market. The problem is that positioning may not be relevant. I explain.
- Innovate has a price, and that is to stay with an idea to let others you the excess. It has happened to many people and many brands. Look where he is now Blackberry, Look at Apple's efforts to be the N1: first Windows will copy the system, then Android, then…
- Your niche may be too small. You may initially find customers, but these are exhausted very quickly. Relevance is key. Being welder diver is well, but specialize in sailing yachts you can become an irrelevant niche.
- The difficulty of communicating, connect and sell increases as you move away from a market standard.
So, What can bring more emotional type of specialization?
Imagine that someone has just the right career and specializes, for example, in criminal law. There are many criminologists, You will have much competition. But there would be the opportunity to add a unique and relevant value to being a specialist in criminal law. It can be raised in two ways: the classic, hyper-specialization would format:
Criminal Law specialist lawyer violent crimes
But going beyond, an emotional specialization could add something unique:
Criminal lawyer maverick, I never give up
The big question is whether there is no market for this second assumption emotional specialization. But it is based on a axiom, possibly something that everyone agrees, It can greatly help the lawyer in question. From there you have to be consistent with the promise and prove, of course. If not, the thing goes unheeded.
In the case of emotional specialization second lawyer, What we do see is that you can afford a larger market than the criminal lawyer specializing in violent crimes, since the “nonconformist” you can work on all types of crime, and therefore chooses a greater portion of the cake. Returning to the title of this article, perhaps our lawyer “nonconformist” will not be the best, but it will be the most suitable.
I keep talking about it. If you liked my approach, share, please. If you liked a lot and need help emotionally specialize, I wait for you. Have a great day.