Distinct or Extinct

Building a successful business used to be simple.  Find and penetrate a growing and not yet dominated market niche.  For example, a smart businessperson like Jack realizes he could own the jellybean niche.  So Jack builds a factory.  He buys a lot of ads.  This leads to nationwide distribution and sales of Jack's Sweet Jelly Beans.  Sales keep the factory busy and create profits.  Jack, being an astute executive uses his profits to buy more ads that lead to more sales.  Before long, Jack has a large and profitable brand.   But somewhere along the way, this model has stopped working.  So what do you do when the old model doesn't work? 
 

In business today, there is too much choice, too many me too companies.   To be successful in today's market it is critical to differentiate your organization and products from the other organizations and products in the industry. 
 

Over the years, we have seen two types of organizations.  Those who are out there doing marketing battle with descriptors such as "higher quality" or "good value" or "better products".  These companies know they are better than their competitors are and hope that in the end this truth will win out. 
The other type of organization understands the need for uniqueness, but will admit that they just don't know how to differentiate.  They have trouble seeing how their product or sales force is radically different from their competitors. 
 

There are consultants who talk about the need for a unique position but never offer much help on how to be unique.  They offer advice about strategic continuity, deepening strategic position and minimizing trade offs.  And they talk to anyone who will pay their fee.  Nothing different here. 
Red Giraffe is about changing all that.  We work with you to develop competitive positioning strategy that will set you apart from every other product in your industry -yet is so simple that every salesperson can repeat it, every administrator understands it, every trade reporter sees it and every champion in your customer organizations believe it. 
 

Find out why we only work with only one company in a product category.  Find how our positioning process and unique perspective will provide your organization with more.  More market share, more sales, more competitive strength, more growth, and more asset value for your company.  Want to learn more?  Contact us at 250-859-3735.