Be THE, not A

So you are...

...A marketer.
...A sales person.
...A blogger.
...A [_ _ _ _ _ _ _].

But is that settling?

Why be A, when you could be...

...THE marketer?
...THE sales person?
...THE blogger?
...THE [_ _ _ _ _ _ _]?

There is a BBQ rib chain in the U.S. that bills themselves as "A Place for Ribs."* If you wanted to take your family out for a great rib dinner, why would you choose to go to A place? A place is just one of many... Why not head to THE place for ribs?
"A" is random. "A" is generic. "A" is one of many. "A" is adequate.
"THE" is singular. "THE" is specific. "THE" is the only. "THE" is expert.

Do you want A (one of any) babysitter to watch your children, or THE (best) babysitter?
When your hard drive crashes, do you call seek A computer tech person, or THE computer guru?!
Do you want your hair cut/styled by A (random) stylist? Or THE (master) stylist?
Does your boss put A marketer on the big holiday promotion? No it goes to THE marketer.

You get THE point!
Being THE is about being remarkable. By being THE, you are standing out tall above the crowd.
So, I'll ask again... are you A or THE?

More on Remarkability
So you want to be THE?
Here is a collection of blog posts from the Idea Sandbox blog featuring authors and their take on how to be remarkable. Enjoy!

Marty Neumeier and Zag!
Guy Kawasaki and Create a Contagion
Bill Schley and Dominant Selling Idea (DSI)
Seth Godin and Being Remarkable
Seth Godin and Creating a Purple Cow
Doug Hall and Dramatic Difference
Tom Peters and Wow!

*(I could have sworn they were once "THE" place for ribs, but I can't find any proof of that online.)

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ABOUT THE AUTHOR

Hi there!

I'm Paul Williams... guest writer on Daily Fix and founder of Idea Sandbox.

I'm a professional problem solver. Through brainstorm facilitation I help people create remarkable ideas to grow their business. As one client put it, “Idea Sandbox turns brains into idea machines.”

Prior to launching Idea Sandbox in 2005, I spent 15 years building marketing, branding, and customer-experience strategy for The Disney Company, the Aramark Corporation, and Starbucks Coffee Company.

I founded Idea Sandbox driven by my passion to help others create remarkable ideas. I blend the skills and lessons I have learned to build a sandbox---an idea sandbox.

You can reach me on Twitter via @IdeaSandbox.

Through Idea Sandbox, I have helped solve challenges, grow brands, think-up remarkable ideas, and create innovation for companies including: Starbucks Coffee Company, Starbucks Coffee International, Panera Bread Company, Seattle’s Best Coffee, Woodhouse Day Spas, The Microsoft Corporation, and Wells Fargo Mortgage.

I am a writer, speaker, columnist, and brainstormer living just outside Washington DC, in Alexandria, Virginia.

If you like what you've read here, you can find more of my thoughts at my Idea Sandbox blog.

I always welcome comments and reactions to what I've written. I'm on Twitter: @IdeaSandbox

Nice to meet you,

Paul

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