by Cat Matson
Business CATalyst
In the marketing game, we've often thought we need to sell the sizzle ... not the sausage. If we make it (whatever the it is we're marketing) all sparkly and bright then we'll catch the eye of our buyers and Bob's our uncle.
I'm not so sure.
We operate largely in a commodity market. We like to think we're unique, different, doing something that no-one else is doing ... or no-one else is selling ... but really, for most of us, we're just another product, another service-provider sitting on a very crowded shelf of similar 'solutions' to the customers' problems.
So what do we do in a commodity market? Try to stand out ... and stand out as much as we can. We use glitzy packaging or clever words to demonstrate how much better we are than the competitor sitting next to us on the shelf.
Better still ... we try to make ourselves stand out sooo much that we create a new category
Get notified 
