Old Problem, New Perspective

I just read this post by Seth Godin.

He made a brief analogy about moths being attracted to light.

Nothing new, but it made me think about how businesses try to attract customers.

Here's what I mean:

With a single source of light, all the moths are attracted to it. Throw in more lights, the moths scatter, choosing at random. Unless your light outshines others, you won't be moth central.

Now, swap 'light' for 'your business' and 'moths' for 'people' lost in the dark. If you're the only light, they'll come. But in a town full of lights? That's when yours gets lost in the crowd. So what do you do?

It's simple. Don't compete with all the other lights. Look for a quieter street. A place with fewer lights. This gives you the chance to shine brighter, guiding more people to your doorstep.

The concept isn't anything new. Still, a new perspective on an old problem can bring about new ideas. And who knows where those might drive your business?

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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