Your Brand’s Biggest Challenge

by Jason Falls |

The biggest challenge your brand faces in its social media marketing success has nothing to do with Facebook. It doesn’t even have anything to do with technology. In fact, the biggest challenge your brand faces in business, not just marketing, is your ability to understand one simple tenant: It’s not an end sum game.

You have customers. You also have prospective customers, on- and off-line. Your competition does, too. And they will tomorrow. So will you.

But our competitive bloodlines force us into thinking in order to win at business we have to beat the competition. Depending upon what your company does, there may very well be a finite number of customers in your market. But chances are, if you get half of them, you’re going to be successful beyond your wildest dreams. So why focus on all of them?


Certainly, growth is an ongoing focus for every company. But it’s not an end sum game. You can welcome scads of new customers everyday until the end of time and not get them all. Why not focus on a profitable number of customers and a profitable growth rate and stop trying to own the market. Doing so only distracts you from being really good at being you. And that’s what your customers want … you.

There’s enough manna to go around, my friend. You’ll get yours. If you do a good job, you’ll get it in plentitude. And its okay if your competition gets theirs, too.

You’re never going to get all the customers, all the fans, all the friends. People are too fickle for that to even be possible. So overcome that big challenge and stop trying. Instead, focus on being really good at being you. Not something bigger than you are.

Enhanced by Zemanta

About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).