This is a reprint from a Seth Godin’s Blog. Seth Godin has written fourteen books that have been translated into more than thirty languages. Every one has been a bestseller. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. His daily blogs can be very insightful. We are reprinting this one as it addresses the need even in the location-based entertainment and family entertainment industries to have a brand that stands out with a narrow niche market, what we call focused assortment, rather than offering a little bit of something for everyone. Consider signing up to get Seth’s daily blogs via email.
# 1 in a small market is way more interesting, more fruitful and more fun than being number three in a larger market.
When you're the market leader, you set the agenda, you attract the leading customers and you are the one who gets targeted, picked on and singled out. The stakes are higher and so is your impact.
The easiest way to become #1 is to redefine your focus and the way you serve your customers sufficiently that you redefine the market. Harley Davidson isn't #1 in the market for motorcycles, but they are certainly #1 in the market for the kind of motorcycle that they sell. The other bikes may have two wheels, but they're for different customers with different needs.
Mass ennui is defeated by focused passion every time.