Mar 23 (edited) • General discussion
Pre-view of some of the thing I am working on for the classroom.
Always be looking for Advantage
In the world of making, a Competitive Advantage is the specific reason a customer chooses you over the guy standing five feet away from you selling a similar product. It is the "edge" that makes competition irrelevant.
There are alot of ways a small-scale maker can create advantage:
1. The "Niche" Advantage (Specialization)
- The Concept: You don't make "leather goods"; you make "heavy-duty holsters for local ranchers."
- The Edge: By narrowing your focus, you become the expert for a specific group. Your competitors are "Generalists" (they do everything okay), but you are a "Specialist" (you do one thing perfectly).
2. The "Channel" Advantage (The Gap)
- The Concept: Your competitors are all fighting for attention on Etsy or at the big Downtown Craft Fair. You, however, sell your products through a local high-end Interior Designer or a specialized Hobby Club.
- The Edge: You are the only person standing in that "room." You don't have to lower your prices because there is no one else there to compare you to.
3. The "Speed or Service" Advantage (The Experience)
- The Concept: You offer 48-hour local delivery, or you include a hand-written "Story of the Wood" card with every piece.
- The Edge: You provide a level of care or speed that a big faceless company or a lazy competitor won't touch.
Three Sources of Advantage
Alot of the time you don't have to invent an advantage; you usually just have to notice it. It usually comes from one of three places:
- Your Skill Set (The "Specialist" Edge): You can do something 90% of other makers find difficult or annoying. (Example: You are a welder who understands electronics, so you make lamps that actually work and last.)
- Your Location (The "Local" Edge): You live in a place with a specific vibe, a specific history, or a specific lack of competition. (Example: You live in a tourist town with 50 gift shops but zero people making local souvenirs on-site.)
- Your Situation (The "Inside" Edge): You belong to a group, a hobby, or a profession that trusts you. (Example: You are a lifelong marathon runner, so you know exactly what kind of medal display a runner actually wants.)
Why This is Your "Unfair" Advantage
If a competitor tries to copy you, they can't. They don't have your 20 years of experience, they don't live in your town, and they don't have your friends. When you build your marketing around your Natural Advantage, you stop competing and start leading.
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Pre-view of some of the thing I am working on for the classroom.
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