The value of being ordinary is exactly zero. Here’s what Tom Fishburne has to say about it:
“Blending into the herd” feels like one of the most common responses to the recession. 2009 is full of so much risk on its own, businesses are becoming even more risk adverse than usual to compensate. The first projects to get cut are the speculative ones. Many companies are pulling back on innovation as a way to batten the hatches.
This defense is illusory though. If anything, retailers are facing even greater pressure to rationalize their shelves. Redundant products are in danger of getting cut. Consumers are shifting to cheaper private label if there’s no compelling reason to buy branded products. Differentiation is more important than ever.
I think this climate creates a lot of opportunity for brands that are willing to try something new. The ones that can adapt the quickest and offer something truly unique have the potential to not only survive, but thrive.
Amen.
Not that there isn’t value in commodity products. (Check out the crowds at Wal-Mart and Costco.) But not every brand is a commodity brand. Not every company’s model meshes with the 99-cent value meal. And for those millions of companies – big and small – for whom being in business is about more than offering the cheapest product on the market, differentiation matters. If grabbing wallet-share was a struggle before, it has now become a knuckle fight to the death. Being better, smarter, faster has now become a matter of survival.
And kids, being better, faster, smarter takes a lot of work. And deliberate focus. It doesn’t happen by accident. Likewise, it sure doesn’t happen by “blending in” or “Playing it safe.” In this economy, value isn’t just your competitive edge, it’s your lifeline. The more unique you are, the more outstanding your value, the greater your opportunity to thrive in any economy – perhaps particularly a distressed one, when clients and customers are particularly careful when it comes to how they choose to spend their money.
Standing out has its advantages: When you stand out, you stand for something. When you don’t, you stand for nothing – and there isn’t much value in that.
Think of innovation and differentiation as your double-sided ticket out of this economic mess. Companies that will create unique value, unique products and unique experiences will lurch ahead, while companies that focus on trying to survive by contracting and blending in with the masses will be lucky to last the year.
After all, then the going gets tough, the tough don’t wuss out and blend with the herd.
Have a great Monday, everyone. 😉
(Hat tip to John Moore for hooking us up with this via Twitter.)
Brand Building and Online Marketing Blog 
As Martin Neumeier put it perfectly: “Zig when others Zag.”
The concept of risk in branding is directed related to being ordinary…
Great stuff you wrote.
Gabriel Rossi- Brazil
The market was already competitive, but now brands find themselves in the situation of surviving. The stakes are higher, so some of them will tend to risk more in order to get attention and persuade clients.
Olivier,
We’re very much on the same page today. Innovate then communicate was my part of my post du jour. It’s time for companies to find a way to break out of the current laissez-faire.
Very well said. In the wild, it might pay to play safe by sticking with the herd. But in business, companies need to remember that they want to be caught.
All my best in the new year,
Rich
I agree Alexandra. All-or-nothing proposition.
Blending into the herd is really a great way of self-preservation (hear me out O!). You see it in the wild all the time. Zebra’s, wart-hogs, gazelles and so on all travel in herds. The theory is simple – survival of the fittest. The weak will be caught, eaten and balance and harmony are restored. Baitfish operate the same way, but ironically, when it comes to throwing a castnet, the schooling causes their demise (hence they’re in the livewell helping me get bigger fish!).
However, in business, in advertising and marketing, and in PR, you are writing your own obituary by staying in the crowd. This is exactly the time you want to get noticed. Correction – this is the time you NEED to get noticed. It is better to be seen as the strongest now during the weakest times. If you aren’t seen, your business is dead…
So right! I appreciate someone who can point this out as YET another reason to differentiate. Nothing new or innovative comes out of giving into fear of recession.
Jon, I guess it depends where you want to stand in the food chain. If you’re at the top (you take the initiative, you are aggressive, you want to dominate the market) then there is no herd. The herd is what you feed on. (The metaphor being that every lame zebra you take down = market share taken from a lame company.)
If you prefer to just exist and like safety in numbers (you’re just another family practice, IT shop or franchise and are happy being a small fish in a small pond – no growth necessary, steady repeat business is okay) then perhaps you do better in the herd. There is safety in numbers, but only for a while.
Bear in mind that sooner or later, every animal in the herd becomes the lame one. The one that gets left behind for the lions to eat. The sacrificial lamb, as it were. Given a long enough timeline, every animal in the herd suffers the same fate. 😉
Thanks for all the great comments! 🙂
Olivier,
The herd reference was total sarcasm – well, not total, but you finished the thought. If your goal is to be the best mediocre company then blend in and hide. With any luck you will survive. if your goal is to be seen, noticed, and thrive then step out, stop being a wimp and beat the drums loudly “DO BUSINESS WITH ME BECAUSE I TRULY AM DIFFERENT”. My problem is my ADD doesn’t allow me to finish a thought (already moving on to the next thing, where was I?) and therefore I don’t always complete my thoughts on blogs…
enough rambling 🙂
Jon: The warthogs and gazelles should have tipped me off. 😀
ok – I can’t resist…
Olivier – The difference between meerkats and gazelles and warthogs is the meerkats have a societal hierarchy in each “meerkat manor”. This allows the society to offer a higher level of protection than a typical herd, with a pseudo-language in addition to warning calls to alert the rest of the group.
Only in “The Lion King” do meerkats and warthogs live together in peace and harmony. Hakuna Matata!
So Meerkats are kind of like members of a Chamber of Commerce? 😀
This not only applies to businesses but it applies to those who are effected by the recession and are trying to gain the attention of prospective companies. A simple resume and linkedin profile doesn’t always cut it now and companies are many times looking for a greater online presence, your skills, writing ability, community engagement – all from your blog, site, or a simple google search. Stepping out of the box and letting the world hear and see what you’re about is going to help you that much more when competing for jobs w/thousands of other people.
Great thoughts, Olivier.
This reminds of a quote from the great Warren Buffet, “Be scared when others are greedy, and be greedy when others are scared.”
Great job Oliver, I look forward to more thought provoking posts like this.
I know I’m um a bit late but I just wanted to make an important point about warthogs. Since we’re on the subject.
They’re the most vulnerable animal in the herd because their little tail bobs up on the air like a little flag and lets predators know where they are at all times. They’re always visible to their enemies.
So I guess the moral of the story is, don’t be a warthog in business.
Great post and discussion.
Kate, 😀
I wish our banks were a bit more ordinary at the moment.