#discovery365 what I’ve observed about staying relevant
To stay relevant in business or in any other area in life, you need a differentiator — that one thing that makes you look and feel cool. People are attracted to a certain level of coolness, even those who profess against it as well as those who make a conscious effort to live without it (a.k.a. the dorks).
One does not need to be the ‘best’. People simply need to be good enough (i.e. be able to deliver the goods) and have that ‘cool’ factor.
I use the term ‘coolness’ quite loosely (for the lack of a better term). You can refer to it how ever you want: X-factor, competitive advantage, key feature, stand out trait…
My proof of theory: Beats by Dr Dre headphones. They’re certainly not the best headphones, but it manages to deliver the right amount of oomph (they’re good enough). There’s no denying that these cans are obscenely expensive, especially for what they are. Yet people shell out hundreds to get their hands on a pair. So why do people love them? Because they make people (their target market, at least) look and feel cool.
By association, people are willing to invest to achieve a certain level of coolness.
Imagine the possibilities.
