Tufted vetch.
How to Become the
Leader in Your Category
Arnie Singer
Digital Marketer specializing in content marketing,
The goal of every business owner or marketing executive
is to occupy the #1 position in their category.
No one sets out wanting to be the runner up,
even if being second or third means making huge profits.
If you’ve got an ounce of ego
and competitive spirit, you want to be at the top of the
charts. Number 1.
There’s good reason (beyond ego) to want to be #1. In the
marketing classic
The 22 Immutable Laws of Marketing: Violate
Them at Your Own Risk!
the first law presented is the Law of Leadership along
with the following example:
What’s the name of the first person to fly the Atlantic
Ocean solo? Charles Lindbergh, right?
What’s the name of the second person to fly the
Atlantic Ocean solo?
Not so easy to answer, is it?
It turns out that the second person to fly the Atlantic
solo was Bert Hinkler
(don’t worry, no one knows that). So far the lesson is
clear. Being number 2 wins no prizes.
But the most interesting insight comes next.
Who was the third person to fly the Atlantic solo? Emilia
Earhart (Yes, you HAVE heard of her).
Does that destroy the law of leadership? Not exactly.
Although Emilia was only the third person
to fly the trans-atlantic journey, she was the first
woman to do it. She was first in her category.
If you can be first in your category, then the benefits
are obvious.
I know from firsthand experience how being first in the Itunes app store dramatically increases
your traffic. People want to work with, interview, and
use the leader. It’s good to be king.
But let’s face it, not everyone can be #1. Odds are that
you aren’t and probably never will be.
So what can you do about it?
The secret is to be number one in your category.
Just because someone else is holding the number one position doesn’t mean
that you can’t be number one in your own category.
Let’s use online dating as an example. Match.com is the
largest
and one of the oldest online dating sites in the US
(maybe the world?).
Trying to launch a new dating site to take over the #1
spot is futile.
So okcupid.com launched and became the largest FREE
online dating site (Match is paid.
They subsequently acquired okcupid). Jdate.com
become the #1 Jewish dating site.
Tinder became the largest dating app (they too are owned
by Match’s parent company).
Get the idea? If you can’t compete against the undisputed
leader,
find or create a category that you CAN be #1 in.
You probably will never be a larger retailer than
Walmart,
but you might be able to be the largest retailer of a
particular item. And within that item category you might be able to be the
leader in your particular geographic area.
At some point, if your niche or category is too small,
being number 1 might not matter anymore.
But as long as your category has enough room, being #1
will definitely help.
As you work on establishing your positioning in the
marketplace,
going up against the market leader might not be the best
strategy.
Instead, try to identify the particular niche or category
that you CAN be number one in.
And then own it!
https://www.linkedin.com/pulse/how-become-leader-your-category-arnie-singer
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I can Turbo Charge Read a novel 6-7 times
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I can TCR an instructional/academic book around 20 times faster and remember what I’ve read.
Perhaps you’d like to check out my sister blogs:
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www.happyartaccidents.blogspot.com just for fun.
To quote the Dr Seuss himself, “The more that you read, the more
things you will know.
The more that you learn; the more places you'll
go.”
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