I’m a regular reader of Seth Godin’s blog, and owner of a couple of books, so needless to say, I think he’s “on the money” with his marketing and general business advance. Today’s post really hit home:
When everyone has access to the same tools
…then having a tool isn’t much of an advantage.
The industrial age, the age of scarcity, depended in part on the advantages that came with owning tools others didn’t own.
Time for a new advantage. It might be your network, the connections that trust you. And it might be your expertise. But most of all, I’m betting it’s your attitude.
That’s the entire post, but it resonated. For most of its life, video production and post allowed very limited access to very expensive tools. Now that everyone has access to those same tools, then what do we really provide for our customers. This comes back to your Unique Selling Proposition: what makes you different from everyone else offering essentially the same service?
Whatever it is, it’s not the tools (cameras, NLE, computer, whatever). The day of selling “I’ve got xxx technology” is gone.