Every company needs to know what their niche is, that's understood. But the world to too vast, too innovative, and too dynamic not to allow you to actually be a category creator.
In a lot of ways, people look to category creating as the "Holy Grail" of business. Invent a category and shout it from the mountain tops. Then watch as the huddled masses topple over one other to do business with you. And that's generally true. But chances are very good you don't consider your company to be a category creator.
Maybe you should think again.
Many times companies do extraordinary things. Things like no one else. Things no one else has thought of. And it's not even something they label as their niche. It's oftentimes something they take for granted, saying, "Oh, that's just what we do." The CPA firm that focuses on being approachable and conversational, not just "the tax experts". The printing company that looks at the antiquated collateral pieces the automotive service industry is using and says, "Variable, digital images have a lot more impact on the consumer".
The real estate direct marketing firm that believes that database-driven, pinpoint marketing offers a more authentic message. Or the design firm that believes graphic design should be influenced by in-house web design, book design, furniture design, paint scheme design, pottery design, jewelry design and any other design they can possibly experience.
Think bigger than your niche, think like a category creator. And enjoy the view from the mountain top.
Brian Grossman is the owner of Wonderhouse Design in Cincinnati, Ohio, a design studio committed to authentic communication between client and, as much as possible, make it really cool.
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