Build On Your Wins.

I was talking to a small businessman this week about his marketing. Of course, I asked him what his Idea was. What was his one dollar difference? And he hemmed and hawed.

I could tell it was hard for him to think of a differentiator. He said, “In a way, it’s like trying to predict the future.”

Well, let’s take an easier path. Let’s connect the dots of your successful sales last year. He had 20 of them. Let’s see what each of those 20 might have in common, then let’s find ways to do more of that.

Sometimes you can create an Idea for a business or a product. Sometimes you just have to recognize it. If you are having problems defining your niche, whether you are a big company with lots of customers or a small one with just a few, look at your successes and see what consistencies you can draw from them.

You don’t have to predict the future if you have a strong understanding of the past.