The Key to Avoiding Commoditization

Setting ourselves apart—finding what makes us unique and different—is something I constantly navigate in my own business. With so many businesses out there, it’s essential to ask: What truly sets me apart? I’ve spent quite a bit of time identifying those key differentiators. In today's crowded marketplace, it's easy to feel like just another face in the crowd.

?You get ahead of the market and you build something that is needed. That might be part of your story. But you’ve always got to be looking forward because the market's going catch up. This is a fundamental truth of business. The market tends to commoditize your offerings, pushing you into a generic category. You could be a "financial advisor," a "speaker," or a "restaurant." This principle applies to most every area.

So, how do you escape this commoditization? It starts with recognizing that your value proposition extends beyond a simple label. It’s to define your uniqueness with your story and differentiation. We cover these in this article.

Step One: Affirm the Value is You

This means leveraging your unique skills, experiences, and personality. This is most important. How are you different than all the other cloned businesses??

Continuous Learning: Staying ahead requires constant learning. Whether it's reading more, mastering new skills, or understanding emerging technologies like AI, continuous growth is essential. A good question to ask ourselves is, “What am I reading this week?” and “What is one new thing I’ve learned lately?”?

Building Affinity: Creating a personal connection with your customers and audience is vital. This can be achieved through videos, newsletters, or simply being a good listener. Quality Matters: At some point quality needs to break through. This should be a given but many times “shortcuts” are taken and it’s hard to recuperate from the sacrifice of quality. Ensure your product or service delivers genuine value.

Step Two: Maximize the Value of Your Story

Your story is a powerful tool for differentiation and should be used often. Addressing Pain or Dreams: Effective marketing taps into people's fears or aspirations. My story addresses the fear of being stuck in mid-career. I’ve shared part of my journey in my business and on my podcasts and in turn, others can easily identify when coming to the same realization in their life.

Authenticity: Being authentic builds on sharing a personal journey. Be honest. What drove you to create your product or service? Why are you passionate about what you do? People want to know.

Relatability: Don't discount your experiences and even failures. Even seemingly ordinary stories can resonate deeply with others. For a number of years, I discounted some of my story as I though it wasn’t interesting or relatable enough. Dispelling Fear: This especially applies in times of rapid change, like the rise of AI. Helping people overcome their fear of technology builds trust. It’s not enough to just say, “Don’t be afraid of AI.” Go the step further to explain what it is, how it can help and even how it works. Taking the mystery away helps to dispel the fear behind it.

Step Three: Apply Practical Steps to Differentiation

Take the time to put practical steps in place. Get help if needed, especially for accountability. Here are some actionable strategies.? Identify Your Value Proposition: What unique value do you offer? What problem do you solve? In defining this, really think through your story and what uniqueness you add to solving the problem.?

Analyze Your Online Presence: What does a Google search reveal about your business? Does your business show up on the first page of a search? If not, look carefully at your keywords. Then, how can you differentiate yourself from competitors? If you see other names and websites at the top of the search results, analyze and compare their message with yours. For example, Dude Perfect is a group of five guys doing stunts on video that has more than fifty-six million subscribers and thirteen billion views on YouTube. They set themselves apart by videoing themselves doing stunts that are seemingly impossible. Adding product and live engagements has propelled their career.

Define Your "Three Things": Pinpoint three key ways you stand out. For example, it could be the extensive reading you do every week, creating and publishing a unique newsletter, or creating engaging video content. Focus on Consistency: Building trust requires consistent delivery of quality and value. I’ve put out my newsletter for over twenty years. It’s grown in its scope and quality and I’ve improved in my skill for writing, lengthening my articles and adding my weekly podcasts. From time to time I hear from different recipients on how much they enjoy receiving my articles. Those messages are not only encouraging, but inspiring.?

Embrace Your Story: Don't be afraid to share your journey. It's your unique experiences that set you apart. My journey as a professional musician and composer may be totally different than yours and that’s good. I want to hear about your journey!

Examples in Action

Consider the difference between a mass-produced face cream and one created by someone who personally struggled with skin problems. The personal story adds depth and authenticity. One of our Halftime Success affiliates, éclatant Botanicals is 100% organic and was purposely created with a formula that is healthy and safe for skin.

Similarly, an energy bar with a compelling backstory resonates more than a generic product. In 1970 during a 175-mile bike ride, Gary Erickson was exhausted and craved an energy bar. However, the idea of what was currently available was less than appealing. In 1991, he crafted the first Clif Bar in his mom’s kitchen and was acquired by Mondelez International for $2.9 billion in 2022. ?

Starbucks coffee created an experience, that made it more than just a place to get coffee. Today, that experience has changed, and other companies have the opportunity to fill the void, although they Starbucks is currently evaluating their position and making changes to recapture their customer base. We will see what the future holds.

Application

In a world of commodities, your uniqueness is your greatest asset. By focusing on your story, continuous learning, and delivering genuine value, you can build a business that stands out from the crowd. Take some time to evaluate the following questions:

-What unique element of my story makes your business stand apart from others?

-What big problem are you solving?

-Name three ways you’re different.

-How are you maximizing your story and uniqueness? Expand on at least one of the ways you’re different.

Staying ahead requires constant learning. Whether it's reading more, mastering new skills, or understanding emerging technologies like AI, continuous growth is essential. Deborah Johnson

Additional Resources

Finding Authentic Delight in Original Work by Deborah Johnson

Novelty of Thinking for Yourself in a World of Clones article by Deborah Johnson

Hero Mountain Summit- Self-guided or elite 5-month journey of discovery and confidence to move ahead in life and business at halftime

Personalized Mentorship- for those who are serious enough to add accountabiity and guidance to their next steps.

Deborah’s Books on Amazon: Deborah’s Books

GREG joins DEBORAH as a co-host on Women at Halftime Podcast once a month.

GREG JOHNSON is a former professional athlete, a triple A relief-pitcher with the Cleveland Indians (now Guardians) He also has years of experience in sales and as an R.I.A. (Registered Investment Advisor), owning his own business. He & Deb met on a blind date and have been married over 40 years.

The Host

DEBORAH JOHNSON, M.A. has 25+ years working as an entertainer, composer, producer, author and speaker. Her keynote, "The Hero Inside" stirs audiences to not settle for merely playing as an accompanist to their dreams. Rather, it is to call upon everything they have inside to be soloist & center stage in pursuing & accomplishing their dreams and potential. This can include pursuing a new avenue or expanding on a current area of business, especially at mid-career or the halftime of life. Get more free downloads & links at: DJWorks. Websites: DeborahJohnsonSpeaker.com; GoalsForYourLife.com; DJWorksMusic.com