Don't Launch Your Business...Yet!

Two Boys, Same Product, Different Results

Yes, it really does matter how you present yourself/business in the marketplace. No, I’m not exaggerating, it really does matter.

The above picture (illustrated by Paul Noth) provides an excellent visual for this concept. On the left, a young boy is selling lemonade for 20 cents a glass. On the right, a young boy is selling a “lemonade cleanse” for $20 a glass. On face value, one would think that the $20 dollar lemonade cleanse is a superior product to the 20 cent glass of lemonade; however, that is not the case. In fact, according to “6 Evidence-Based Health Benefits of Lemons” written by Helen West, RD from Healthline.com, lemons have the following benefits: heart health, weight control, kidney stone prevention, anemia protection, reduce cancer risk, and improve digestive health. Assuming that both young boys used fresh lemons, filtered water, and raw cane sugar, both products are essentially the same. The only difference is how each business is marketed. 

The young boy on the left is selling a product, while the young boy on the right is selling a desired outcome: healthy lemonade option (see Pricing Design Work & Creativity - Stop Charging Hourly - The Futur x Chris Do). Which one would you choose?

Even though both products are essentially the same, in the eyes of the consumers, one item is a commodity while the other is a specialty item. This is a power of positioning (or how you present yourself in the market).

“...when you reframe a “generic” offering and add associations that are important and meaningful, and that differentiate your offering, your consumers will line up to buy your product and will be willing to do so at a higher price point.”

- The Brand Positioning Workbook x Ulli Appelbaum

Having your positioning in place prior to launch is vital to the success of your business or personal brand. Here’s why, if tomorrow, the boy on the left begins selling a “cleanse,” the results would probably remain the same. Why? Because who he is, and what he “sells” is already burned into the minds of those in the neighborhood. 

In fact, they would probably accuse the young boy of copying and dislike him even more. He can only overcome this in two ways: (1) change his name and let someone else be the face of the business while he remains out of sight (think generic food, household, over-the-counter items) (2) pack up and begin selling in an entirely different neighborhood—where no one knows him. On a small scale like this, it’s not that big of a deal. But if you’ve invested thousands of dollars (of your own money) and time into your brand, those consequences can have a long-lasting negative impact. 

Once a position establishes itself, altering that perception becomes almost impossible (Philip Kotler, Ph.D [Foreword]

-Positioning: The Battle For Your Mind - Al Ries and Jack Trout. 

As with any business, there will be times when you have to pivot due to unforeseen circumstances. These pivots, however, should be driven (as much as possible) by changes in the market, not because you didn’t plan ahead.  

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