Why the chase for “different” is a trap … 

Read more thoughts on the art of communicating week-daily at https://michaelgerharz.com/blog

Mentioned in this episode:

My new book is out now

You’ve got a bold vision and a strategy to achieve it! But why does your company seem to be standing still? Why is the gap between what strategy promises and what it delivers so vast and disheartening? And what to do about it? Find out in my new book “The PATH to Strategic Impact”: https://geni.us/the-path

New book

Welcome back to

“Irresistible Communication”.

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Two minutes, twice a week.

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No nonsense advice on

leadership communication.

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Today, let's delve into a common

misconception in business and

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marketing: the pursuit of being

different as a primary goal.

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It's a seductive trap, leading many

to focus on superficial changes

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like quirky colors, strange slogans,

or odd advertising gimmicks.

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But here's the twist: being different

for its own sake often misses the mark.

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The shift that changes everything

is when a business moves, it's

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focused from different to specific.

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Imagine a business that zeroes

in on a specific problem faced

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by a specific group of people.

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And then it crafts a specific

solution tailored just for them.

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Then this approach almost inevitably

leads you to standing out, but for the

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right reasons you become distinctive

because you're valuable, not just

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because you're loud or unusual.

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This customer centric

approach is a game changer.

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It involves diving deep into the

lives of your customers, understanding

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their needs and creating solutions

that genuinely ease their pains.

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It's about forming a connection deeper

than a flashy logo or a catchy tune.

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Being different is a by-product of being

specific, not the other way around.

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When you focus on making a real

difference in your customer's

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lives, you naturally stand out.

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Keep lighting the path and

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