New Business Model: The Rule

Scarcity creates demand.

There’s no shortage of takers in the world of commerce. They rarely take the time and energy to give something, anything beyond the minimum. Frequently their gain is the customer’s loss. Their perspective is limited to next quarter’s earnings report.

The taker’s business plan has a short shelf life. Takers come and go quickly. Rarely will a taker’s customer willingly make a second purchase, let alone make a referral. When a new profit opportunity presents itself, they quickly drop everything. Their job means little beyond a paycheck.

Enter The Rule. Some people know it as the Golden Rule.

The Rule marketer knows that great business relationships are long term propositions. He’s willing to feel the customer’s pain by absorbing some of the cost of that relationship. She upgrades her skills and stays up to date. It’s more than a job; it’s almost a religion. He’d never offer the customer a deal he wouldn’t take himself.

“Rulers” rule the marketplace, because they’re comparatively scarce. Their services and advice are widely sought after and hence more valuable to the customer.

Yes, there’s more to a successful business model than the Rule. Still, it’s rare to find any long term success if you don’t take The Rule to heart. Slogans, PR buzz and mission statements ring hollow these days. But follow The Rule and people take notice.

Tomorrow’s winning business model seems quite contrarian these days. Offer more depth, if not breadth. Take better care of your customers, no matter how much it hurts.

The Rule be with you.

Marketing: The Love Story

Would you choose your mate based on looks alone? So why make a major decision about marketing your company based on superficial external appearances?

Here’s an actual quote from a direct marketing agency: “Postcards take your business or services and products to a new level.” That’s like saying you should marry a redhead if you want to be happy.

I’ll make a bold generalization here: Any marketing that starts from the externals, is destined to be short lived and ineffective.

Here’s how to spot great (and conversely) poor marketing: The best marketing starts with a memorable message, conveyed and understood in a memorable way. It’s a conversation and a connection. It’s organic in conception, and with patience it naturally blossoms into an elegant, well designed form.

The average marketing project is designed exactly backwards. It’s starts with looks, and then squeezes in the message as an afterthought. That’s superficial. So when someone tells you to “fill up your your pipeline with qualified leads” using a canned program or a preformatted template, you might want to put your hand firmly over your wallet.

Talk to anyone who is in a successful long term relationship. It’s work, at times hard work. This is not something you want to rush into. It requires thought, devotion and dedication over time. It’s an act of love. Just like great marketing.