I got to hear Dr. Edwin W. Hardy the other day in Grand Central Station. He was rocking out on his violin, with a big sign that proclaimed him New York’s #1 Luxury Wedding Violinist.
And it’s true. Edwin was voted “NYC’s Best Wedding Violinist” by WeddingWire and The Knot couples, he’s performed at more than 500 weddings and events, including at the Met Gala and NYC Fashion Week.
I’m pretty sure Edwin is a good enough violinist to get a seat in a reputable orchestra, or to play in the pit on a Broadway show. But Edwin decided a long time ago who his customers were, where he wants to distinguish himself, and how and where he wants to win.
We can do this too.
Phrases that tell us we’re off track: any diagnosis that starts with “the market,” “our customers,” “our offering,” “our pricing,” etc.
Instead:
Who are we selling to?
What is the story we are telling them, that they can tell to themselves and to others?
What is the value we are bringing?
We’ll be more successful if we’re more like Edwin.
