standing out from the crowd

Your Business Is Doomed

Gee Ranasinha Business 6 Comments

If you sell a product or service, then your business is doomed.

How are you standing out in the minds of everyone else that sells, more or less, the same stuff as you do?

If your company’s messaging and communications focus on the fact that you sell bathroom fittings, or IT consultancy, or ice cream, then you’ve positioned yourself as a commodity.

If you’re a commodity, then the only reason that a customer is going to buy your product or service is down to the price that you charge.

And there’s always someone, somewhere, who sells what you sell – but cheaper.

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

Facebook Twitter Google+

After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at

Share this with your friends

Want to receive our articles by email?

Simply enter your email address here »

Comments 6

  1. Avatar for Gee Ranasinha

    Customers buy your product because of you and how you sell your product/service, not only because the product/service itself.

    1. Avatar for Gee Ranasinha

      I’d even say they buy a use. Your job is to create the need.
      People don’t often by it because of YOU, it’s business. But because of what will differentiate you from other suppliers, and above all what your product will allow them to achieve. All about benefits… for customers too!!

      1. Avatar for Gee Ranasinha

        Well said.

        Customers don’t buy products, or services. They buy a solution to a problem that they have. It’s about communicating your business value, using their vocabulary not yours, in ways that differentiate your offering from the 1001 others out there.


        1. Avatar for Gee Ranasinha
  2. Avatar for Gee Ranasinha
    1. Avatar for Gee Ranasinha

      Hi Cathy,

      Don’t compete on price. Compete on value.
      Go out of your way to deliver exceptional customer service, higher quality, a greater range of (useful) features in your product/service. Show how you and your company understand the issues that your customers face, and how your product/service addresses their problem.
      Present yourself as a peer, not as a supplier.

Leave a Reply

Your email address will not be published. Required fields are marked *