When you live in a cacophonous world, if you want to be something other than a dim signal amidst the noise, you need amplification.
When consumers are inundated by a tsunami of marketing messages, much of which are virtually identical, you need amplification.
When your default strategy is to lower your price, and you find yourself in a losing race to the bottom, you need amplification.
When you find yourself regressing toward the mean in almost everything you do, because it seems safer, you need amplification.
The battle for share of attention isn’t won by merely shouting louder, beating the consumer into submission or constantly bribing customers to buy from you.
It’s won by being intensely relevant and remarkable. It’s won by taking one or more aspects of what’s commonly done and distorting it to new heights. It’s won by cultivating an obsessive core of customers. It’s won by creating a story that begs to be told, again and again.
If your business plan doesn’t contain clear points of meaningful value amplification, it’s time for a re-think.
If your best customers aren’t willing to amplify your message to your most valuable prospects, something is amiss.
Creating and leveraging points of amplification isn’t easy. But being irrelevant is a whole lot tougher.