Seth Godin is a permanent fixture in my feed reeder. I love his posts .. short and to the point. Always clear and concise. Whether or Which is one of his latest that just hits the spot for us. He reminds us to be clear on whether our pitch is “designed to get someone to buy any product in the category … vs. buying your product instead of the competition … “

Of course we’re pitching for people to buy our product instead of the competition .. to stop going to the local Video Ezy, and start coming to us. It’s actually a tougher gig than I thought. Video Ezy has spent the last 15 years becoming the dominant player in our industry. Over that time, behaviour becomes ingrained, routine established, comfort zones defined. We’ve popped up and are asking people to change.

For those looking for an alternative, and who can already see how broken the traditional video store is, they jump ship immediately and love us. But a lot of VE customers don’t see how broken VE really is, *until* they step into APPLEBOX, and for the first time in 15 years experience something new. They’re the people we need to mobilise, and it takes some careful thought on how to get to them.

Posted April 24th, 2009 under Business and Strategy.
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