122. Why you want to be in a "Category of One"
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One of the fundamental views I have on positioning is to put yourself into a "Category of One". I recommend my clients do the same for their business.
That means:
One of the fundamental views I have on positioning is to put yourself into a "Category of One". I recommend my clients do the same for their business.
That means:
- Find a unique and valuable differentiator
- Double down on what makes you uniquely valuable
- Communicate that value consistently everywhere you go
It doesn't mean you need to be the only X in your field. What it means is you're the only X (agency, consultant, freelancer, whatever) who specializes in Y in some unique way.
So if people want that unique value or angle you bring, you're the only one offering it. There are other alternatives, but they will be either more broad or specific than you, and none will have your unique angle you bring to the table.
In this episode, I shared two stories that demonstrate how this has been advantageous to me in my own consulting business.
I hope this encourages you to find your unique angle, to be willing to double down on it (which requires making trade-offs), and to stick with it long enough to see the advantages.
Are you a category of one? Let me know in the comments!
—k
P.S. Here's an article I wrote on this topic for my coworking audience, which still applies to you/your clients in general.
