space2scale

I like metaphors.  A good metaphor provides clarity.  A great metaphor gives actionable direction.  A fantastic metaphor can spell the difference between spending decades in search of incremental growth…or experiencing unstoppable scale.  Last week, I came across one such fantastic metaphor…because it nails the distinction that separates great brand stewards from mere entrepreneurs:

   "You Can’t Build a Castle On a Swamp"
 

What’s the swamp?  The swamp is branding your category promise; The swamp is polling your friends which logo to choose; The swamp is confusing PR with publicity; The swamp is copying your competitors’ copy; sticking too long to irrelevant positioning; delegating brand management to the marketing department, I could go on…

All that business – or should I say “busyness” – avoids the one action that lies at the heart of every enterprise that has ever reached scale: Going out and deliberately finding your higher ground, your category trumping differentiator, your space above everybody else’s in your market or niche – and claiming it for your company.   

And our raison d'être is to help you do just that: To discover – and secure – your brand’s mountain top location.  It is the only space your business ought to occupy if it is to make a superior and lasting difference in your category.  It is the only space from which to scale.  Why would you build anywhere else?

   "You Can’t Build a Castle On a Swamp"