A lot of people ask me about competition and saturation. “It seems like so many people are doing closet organization” or “there just seem to be so many graphic designers out there…” or “how many public speaking coaches can there really be?” Yes. That’s all true. The market is utterly saturated with people who do almost exactly what you do – and the reason is that it’s easier than ever to give ourselves the “green light” to do whatever we want. We have multi-media at our fingertips, so starting a business and activating a passion is as accessible as it has ever been.
But what you CAN do that no one else can do – is disarm your potential customers with the WAY you do it differently.
There’s a beautiful boutique near me who sends a letter press thank you note every time I shop there (wow.) When I order my t-shirts and cashmere sweaters from Everlane (https://www.everlane.com/) they talk to me about transparent manufacturing and how they arrive at their (very friendly) prices (wow.) The people at American Express can tell when I’m in a hurry and don’t ask me inane questions like, “was there anything else I could help you with today, Ms. Swift, before I ask you to take this survey that you absolutely will not want to take?” (thank you.) There are two local health food stores here – one who has a play area for kids and one who has a grouchy owner who activates her Dr. Evil attitude when I shop with my children. Guess who gets my business even though they sell the same thing?
There will always be others in a parallel plane doing what you do – it’s not going to get better, and blaming it on competition is kinda lazy. The good news is that HOW you service them can be totally extraordinary, surprising, and disarming. I crave this from the people I do business with. Please – shock me with doing something not-mediocre!
We all have the capacity to do that.