Predictable can be life saving: The braking system on your car is a great example. You need to know that each time you put your foot on the brake, you’re going to slow down or stop.
Predictable can be reassuring: It’s reassuring to know that the quality of products or services you receive from a vendor, will be predictably excellent.
However, in business…
Predictable can ALSO be extremely toxic. Imagine a prospective client is looking for a new service provider. For whatever reason, their previous provider didn’t fulfil their needs. The last thing that prospective client wants is more of the same! So, they’ll avoid the providers who’re too similar looking, to the one they just fired!
Conversely, they’ll be attracted to the providers who have fresh ideas and insights… those with something different to offer. That’s where YOU come in, my friend. At least, it should be.
Don’t let predictability bite your ass
Being predictable in the wrong areas will destroy your marketing. It will bore your marketplace and make you less and less relevant. And obviously, that’s the total opposite of what you need, if you want your business to grow.
Typically, toxic predictability is the result of:
- A lack of desire for growth.
- A lack of creativity.
- Or an unwillingness to leave your comfort zone.
And sometimes all of the above.
Business owners need to be smarter than that, if we want our businesses to fly.
And it starts with ensuring you’re only being predictable where it matters. Because the alternative is to be invisible. And a business that lacks visibility, places a very low ceiling on its potential.
P.S. This will help you get it right: Why your business needs to be Meaningfully Different.