Living on the edge(s)
The tendency when starting a brand is to be safe, inoffensive and liked by all. This seems a perfectly sensible approach, doesn’t it?
The problem is, becoming an outlier, a risk-taker becomes even more difficult when you have an audience who’ve come to expect a certain set of values and principles from you and your brand. That is, if you are lucky enough to have amassed an audience at all.
The marketplace is busy, everyone is fighting for potential customers attention, there is simply no time or place for vanilla ice cream.
This constant struggle for attention amongst the noise means that we have to exist on the edges. If you are not the cheapest, the easiest, the most expensive, the most available, the fastest – you are simply the noise, stuck in the middle ground.
Seth Godin in his book ‘Purple Cow’ introduces the concept of ‘sneezers’. A sneezer is someone who, by word of mouth spreads the word about you. Sneezers are good, but sneezers only sneeze when they’ve encountered something out of the ordinary, something remarkable – a purple cow.
Taking risks is scary and dangerous, ironically it is the safest play.
Don’t be vanilla, be extra hot flaming jalapeño infused with charcoal and tree bark ice cream.