Apr
The Other Goose
Some years ago I was walking the beach and as I was gazing out over the ocean I noticed the familiar “V” formation of geese heading south. That’s what geese do. I guess it is expected of them. Then, while all these geese were headed south, I noticed one lone goose heading the other way going north. Here was my kind of goose! I’m sure he reasoned that because he had followed those geese before, he knew they had nothing new to offer. He figured there must be something else, so he broke the normal goose pattern to find out.
Are you one of the geese that follows the pack? Or are you one of those “renegades” that is constantly looking for a better way to dominate a market?
The old cliché “think outside the box” is grossly overworked, but its truth is as fresh today as any basic truth.
Today the world seems dominated by markets that are flooded with “me too” products and services. Too many businesses compete for the same customers with the same products or services in the same way hoping that if they can just run fast enough they can gain a statistical share of the market.
Market dominance belongs to that one in the industry who responds most creatively to changing market demands and opportunities. In order to gain and maintain a competitive advantage in the market, one in the industry must make a departure from the accepted “norm” and offer the market a tangible “added value” ingredient that others do not, or cannot, offer.
Market dominance belongs to the “other goose” who dares to break from popular trends and strike out on a new course of action. It is the “other goose” who realizes that throughout all recorded history, nothing was ever accomplished, no goal was ever reached, no need was ever met and no problem was ever solved that didn’t begin with a new IDEA. This is done by invoking the kind of common sense creativity that existed (and worked) long before time and technology distorted its simplicity and relevance.
“Creative thinking” is defined by Webster as, “the ability to be productive through imaginative skills.” He defines “productivity” as, “to establish results, benefits and profits.” It’s not always easy to break away from the rigid, static and limiting elements that restrict thinking but if you will look at the problem, the product or service from a flexible alternatives of how it “could” be or “might” be we can begin to break the pattern of sameness. For example:
What would happen if you made it:
Bigger, Fatter, Smaller, Harder, Thicker, Off-center, Invisible, Heavier, etc.
See it in terms of change in:
Color, Packaging, Texture, Rhythm, Financing, Benefits, Order, Materials, etc.
Relate it to elements found in other:
Markets, Inventions, Talents, Research, Procedures, Designs, Presentations, etc.
Broaden your perspective by consulting with:
Experts, Universities, Professionals, Patent Office, Trade Associations, Antagonists, etc.
Let’s look at a few real-world examples.
- Furniture stores are a dime a dozen (and expensive to boot). Scandinavian IKEA revolutionized the way people bought furniture by offering affordable, good quality products that you, gasp, put together yourself. Talk about flying out of pattern!
- Or consider Google, who, unlike other internet players, offers its business document services for free. You can bet Microsoft is having a fit!
Expand this list with ideas of your own and cross reference these catalysts and you will begin to envision may alternative considerations that will break the mold of sameness. Some will be completely wild and impractical but these will serve to further expand your thinking. New ideas will begin to flow. “Ideas” are “mental images in thought” (Webster). Follow these ideas in your imagination. Become the “other goose,” break the pattern of sameness exhibited by others in the industry and set new standards of market dominance.
Check lout the scientific logic outlined in my book, “The Science of LIVING BETTER FOREVER.” It offers a new perspective from which to view the “ordinary” world of sameness and break the mold of “me-too-ism.” It is available from AMAZON and bookstores everywhere.
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