A Naive Sense of Entitlement
I typically don't watch Donny Deutsch. With Donald Trump's show, there's enough rampant egotism on the airwaves to last me for a while. But this week I caught a glimpse of a new call-in segment on The Big Idea, and it spoke to me.
Viewers phone in their burning questions on career development and entrepreneurship, and the Donny doles out his best advice. I'm paraphrasing here:
"I'm a photographer," says one eager caller, "How can I differentiate myself and brand my services to movers and shakers like you?"
"Forget about branding," says Donny. "Are you the best at what you do? Focus on being the best, and your work will speak for itself." He's on to something--branding without substance is useless.
On what sets winners apart, Donny says, "I've met the most successful people, Fortune 50 CEOs, presidents of the United States...and the one thing they had in common was this naive sense of entitlement. They all said, Why not me? Why can't I do that? That's just like me--why do I have a talk show? I'm an ad guy!! But I said to myself: Why not me? I can be the best talk show host."
Your business and brand can benefit from this naive sense of entitlement. Choose to be the expert in your field. Naiveté keeps this confidence from turning into arrogance. Claim your space, determine what it is that you do better than anyone else, and ask youself "Why not me?" If you believe your own brand proposition, your target audience may have reason to believe it as well.