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 as expected.
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, predictable can also hurt your business. 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 will want, is another provider that seems too similar looking, to the one they just fired.
Conversely, they’ll be extremely attracted to providers that combine being reassuringly professional, with fresh ideas and uncommonly great service.
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 attract fewer enquiries.
- It will motivate fewer prospects to hire you.
- It will position your business as a commodity. People buy commodities based on the lowest price or fee.
- It will camouflage your business and stop you getting noticed.
This is the total opposite of what you need in order for your business to succeed.
Make no mistake, it takes guts to build your own version of how a service provider in your niche should operate. It’s hard to zig when your competitors zag. It’s so much easier to play follow the follower. That’s why only the top few percent in any industry truly stand out.
Those of us who want our business to fly need to be smarter than that. We need to only be 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.