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An Alternative or “the” Choice? Your company can be the one buyers actively choose Creating a company that truly stands out feels risky. Taking a strong stand can feel like you put a target on your back. Someone is bound to say, “I don’t like that”. Think the Virgin Group of Companies. Red Bull. GoDaddy. Think of them and know the meaning of reaction. If you’re a company, you’ve got a brand to manage. You can be a brand that was thoughtfully developed or one created by ad hoc existence but a brand nonetheless. You can go safe — creamy vanilla…or you can...

An excerpt from one of America’s best marketing thinkers, Seth Godin… ‘Category of one’ is a choice Fit in or stand out… When you define the category, when the category is you and you alone, your marketing issues tend to disappear. At least they do if the category is one that enough of the right people want to engage with. Faced with the opportunity to become the category of one, we almost always hesitate, almost always compromise, almost always dumb it down to play it a little bit safer. You may very well become a category of one in a market that’s devoid of customers....