You, Inc. by Harry Beckwith & Christine Clifford Beckwith

Author:Harry Beckwith & Christine Clifford Beckwith [BECKWITH, HARRY]
Language: eng
Format: epub
ISBN: 9780759572867
Publisher: Grand Central Publishing
Published: 2011-10-27T00:00:00+00:00

The Extraordinary Power of the Ordinary

It bears repeating, for several reasons.

Ninety percent of anything is showing up.

When you hear those words at age twenty, they sound comical. You do not take it seriously. You do the opposite. You laugh.

Nearing thirty, you may cling to the belief that success is the residue of mastery. Master your skill, whatever it is, and the world will flock to you. You don’t just show up; you show up brilliantly.

Eventually, however, you come to realize that the humor in that joke lies not in how far it lies from the truth. It’s how close.

Showing up really, really matters.

You can learn that from helping companies market their services. Over time, a pattern emerges. You see that companies occupy niches in a market, and learn that there are only a few true positions of power.

In services of many—and you are a service of one—one position emerges with special strength and a strong appeal to a large percentage of prospects. We call it “The Reliable Performer.”

You immediately can identify some famous businesses that occupy this niche. You may have thought of Maytag washing machines again, thanks to their clever and repeated-for-decades use of their icon, the Maytag repairman. He has nothing to do, of course, because Maytags rarely need repairs.

In cars, the Reliable Performer niche figures so prominently that when the Powers Survey releases its finding on automobile reliability, newspapers devote long stories and prominent positions in their papers to the findings. The survey ranks cars on defects per thousand, and is considered the most reliable indicator of quality in cars. Toyota performs well in these surveys, year after year, and occupies the Reliable Performer niche in the mid-market and mass-market automobile segments. From this reputation, Toyota enjoys massive appeal and excellent annual sales.

Time and again, prospects choose the Reliable Performer: the one that shows up and performs well, but never spectacularly, day after day.

Above all, people choose the reliable. Be there.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.