These are the questions you should be asking as a consumer. Which means these are the questions you should be answering as a business owner.
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We’re on vacation this week, which perhaps is why I’m reminded of a funny story from my Honeymoon last year.
We went to Kauai and spent a couple of weeks on the beach. And by the end of the trip, we had sampled mai tai’s from many of the restaurants on the island.
We had some derivative of the “world’s best mai tai” everywhere we went.
- Best mai tai in Hawaii
- Best mai tai on the island
- Voted best mai tai by XYZ magazine
The problem with these statements is that the “best” mai tais were nasty.
After drinking a few of them, we realized that the best mai tai’s didn’t claim to be anything at all. Their quality and taste was equal to the quality and taste that the restaurant stood for.
Only the low end restaurants and dive bars claimed to have extraordinary drinks.
It reminds me of the scene in the movie Elf where Buddy, played by Will Ferrell goes into New York City for the first time in his life. He sees a sign for the world’s best coffee and so he rushes into the store to congratulate them.
Everybody in the story, including the customers look at him like he is mad.
Even the customer knows that it’s not actually the best coffee. It’s just average coffee.
This, in my estimation, is sad.
When your customers expect you to be dishonest... When your customers know that your word is meaningless… When your customers know that your products aren’t quality… that is sad.
And believe it or not, this is exactly how it goes in online education.
The people who talk about how amazing their course is are the ones who are of the lowest quality.
But you don’t have to buy these rip offs to learn which ones are actually good.
You simply need to look at the company.
What do they stand for? What do they believe?
How do they demonstrate quality in their work?
Do you trust them?
These are the questions you should be asking as a consumer.
Which means these are the questions you should be answering as a business owner.
Social media will teach you that the best way to differentiate yourself is to tell everyone how much better you are. That’s what everybody seems to be doing, anyways.
But the real way to differentiate yourself is through your ideas, your morals, and the way you conduct yourself.
Talk is cheap.
Figure out what your audience wants and then demonstrate that to them. Don't just tell them.