In case you haven’t noticed, most markets aren’t growing much–if they are growing at all. In many cases your top-line only expands through stealing market share.
In case you haven’t noticed, it’s getting harder to garner even a modicum of attention. In a world where the amount of noise grows louder by the day and the consumer is deluged with information–and often overwhelmed by choice–if you haven’t amplified something remarkable you’re probably on a fast trip to the brand graveyard.
In case you haven’t noticed, average doesn’t work anymore. Good enough just isn’t.
More and more, success is found at either end of a continuum. At one end of the spectrum, you can go big, winning on scale, assortment, price, convenience and efficiency. At the other end, you can get small, intensely focusing on a comparatively narrow group of consumers and delivering a set of powerfully relevant and highly valued benefits.
More and more, a fundamental choice is emerging. Hazy value propositions, sort of good prices and one-size fits all strategies are losing steam. Trying to carve out a sustainable strategy somewhere along the continuum is becoming untenable. You need to pick a lane, to push toward one of the edges.
Eventually you’re going to get asked: where were you when the middle collapsed?