“What is that?” I was often asked upon arrival at the park with my lovely little dog. It’s true that among the Pacific Heights purebreds, Ruby was a standout. I could practically feel the families who paid big bucks for their designer dogs crinkle their noses.
But the truth was that Ruby – who might be a dachshund-beagle mix (but who knows?) – was always noticed. She stood out. And people drawn in by her unique appearance and polite, mellow personality came to love her.
She made the sale.
So we decided she was her own breed: a doxagle.
Taking after Seth Godin’s concept of The Purple Cow, it’s no longer enough to simply get your product out there and start shouting about it. Excellence or price leadership alone won’t cut it. Something about your offering has to be totally unique and memorable.
To win in your market, your company’s best chance is to have a product or service be its own breed.
It needs to be a DOXAGLE.
Bonus: Coining your own unique business name pretty much automatically sends your company to the top of the search rankings. Click here to see.
