If you want to say goodbye to fee sensitive clients or cost conscious customers, this post is just for you!
The Apple Mac difference
During the worst economy in decades, Apple Inc. managed to achieve record breaking profits, whilst others in the same industry selling lower priced alternatives, really struggled.
So, why is that?
In my experience, the difference is not about the speed, design, build quality or the operating system on a Mac. It isn’t about being part of the Apple tribe or making a fashion statement either.
The difference is the combination of all those things and more, to create something that will be extremely attractive to a certain type of consumer – someone who values that difference enough to pay a premium for it. It’s a great demonstration of the value of creating a product, which is useful and demonstrably different from alternatives.
Insiders and outsiders
With every successful product or service, there are insiders and outsiders. Apple has focused hard on being directly relevant to their insiders and thus are pretty-much irrelevant to everyone else (their outsiders). Those who believe Macs are overpriced, can’t understand why others ‘waste their money’ on them. They quote the specifications of their PC’s to Mac users and the price they paid, to demonstrate what a terrible choice Macs are. Mac users then seem amazed that the PC users ‘don’t get it’ when it comes to the Mac difference.
Had Apple tried to create computers that appealed to everyone, from the budget conscious to those looking for expensive, high specification computers, they would be directly competing against great companies like; Dell, Samsung, Lenovo, Acer, Toshiba, Asus and others. Instead, they have created a segment of the computing marketplace, which they own 100%. If you want a MacBook Pro, a MacBook Air an iMac, a Mac Pro or a Mac Mini – Apple get the sale.
Making it work for you and your business
When it comes to most small businesses, the products or services they provide (or something pretty similar), can be purchased from someone else. They find themselves competing in a crowded marketplace, which THEY decided to join, by failing to differentiate themselves.
However, some very smart and extremely profitable small business owners, have stepped away from the masses and focused on delivering something that is uniquely valuable. These include:
- Designers, who have allowed themselves to develop a unique style, which you can only get from them.
- Coffee shop owners, who have created an enjoyable, very special atmosphere, which appeals directly to a certain type of customer.
- Accountants, who are not offering the same, dull list of services as all their competitors.
- Trainers, who have developed a uniquely effective training style, which sees them in very high demand.
- Photographers, who know that they create art with every photo they take and who are irresistible to those who appreciate their art.
Yes, it takes creativity and courage to develop your own niche or segment of the marketplace. No, it isn’t easy, either. That’s why so few small business owners attempt it. However, it can be a hugely effective way to grow an extremely successful, profitable business.