I was walking along the Quayside in Newcastle Upon Tyne last Sunday morning trying to shake off a slight hangover when we we came across the Quayside Market - a real mix of temporary stalls displaying arts, craft and 'tat' (not necessarily in that order!).
As the fog lifted (in my head, not on the Tyne!), it got me thinking! As we wandered past the stalls, it was clear to see that the market was a 'microcosm' of almost every other business market place, namely, the ones that we are all in!
- Lots of stalls were the 'same as' with very little, or no, differentiation.
- Many were 'manned' by people that didn't seem to care - the number of people sat in chairs reading books and looking very disinterested in customers was amazing!
- 'Presentation' (branding?) had not been thought about
but a few 'stood out'........
- People who 'engaged' with customers - they made eye contact, took an interest and explained what they did!
- People who were clearly 'passionate' about what they did and what they were offering customers - they 'demonstrated' that they cared!
- Stalls who 'differentiated' themselves - and 'dared to be different'!
My favourite was 'David Nash... of London, Paris, New York, Tokyo, Rome and Blyth...... but Mainly Blyth'!!!
All his signs were handwritten andmany werer quite 'amusing' - one was 'Very large ladies purses - the purse, not (necessarily) the ladies"!
He consistently 'engaged' with his customers and he consistently got his 'personality' across in his 'branding' and in his manner.
Surprise surprise! His stall was the one with most people around it...... and buying stuff too!
So, what's your business like when it comes to 'standing out' in a crowded market - are you 'same as' or 'Dramatically Different'?
And, criucially, like David Nash.... Do you consistently 'Demonstrate' that difference?