What you’re not

This sign is in the window of a great omakase sushi bar in New York.

Eight words and you know what you’re in for.

Saying what you’re against is a great shorthand way to describe yourself.  You tap into all the emotions that the thing you aren’t (whatever that is) created in the years before you arrived.

Of course, you’re limiting yourself to the people who don’t like the thing that you’re standing up against, but that’s probably enough for now.

I don’t love the negativity this approach implies, but at least you’re standing for something and people will grok you pretty quickly.  It’s a start.

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One Response to What you’re not

  1. “Limiting yourself to the people who don’t like the thing that you’re standing up against” is a _good_ thing! The specialist in a narrow market can charge premium prices and create a loyal following. Specialists nearly always make higher margins than generalists. If “everyone” is your market, no one is your market. Entrepreneurs: know who you are, who your are not, then tell people!

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