c) Are you UNDIFFERENTIATED
In a VillageEconomy, there was no need for marketing. There was the blacksmith, the seamstress, the storekeeper. It was a closed loop, everybody knew everybody and everybody gave their business to one another.
Given that we are in a crisis of overproduction, with too many products fighting for consumers’ discretionary income … take that as your new baseline for marketing.
Base your thinking on the notion that you are marketing in a world of obscene excess. Even if you have no direct competitors, there are hundreds of other places where the family would rather spend their money than on your product. Every single day they’re being choked by 3,000 sales pitches in one form or another.
All CityEconomies are flooded with products. Less than 1% of them will ever rise to Seth Godin’s Domain of Excellence — products that are ranked so good, people rave about them and they sell themselves. They’re on CNN, CNBC, and Oprah. Very few make it to the A-list.
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