Markets Love Icons

Seth Godin outlines the challenge facing start-ups and established enterprises alike:

“Markets love icons. We seek them out. Placeholders, shorthand for a bigger idea or a shortcut to a good enough solution.

The challenge for organizations is this: the easiest projects to start
and fund are those that go after existing icons. The search for the
“next” is easy to explain and exciting to join because we can visualize
the benefits. But success keeps going to people who build new icons,
not to those that seek to replace the most successful existing ones.”

“Success keeps going to people who build new icons, not to those that seek to replace the most successful existing ones.”  I think this is true. 

Those that disrupt, those that innovate and those that create new markets increase their chances of success if they become an icon for the new market in the customer’s eye.

If you are a start-up, is your marketing/community/user strategy positioning you as an emerging icon? 

If you are an established enterprise, are you an icon at all?   If not, why not?

How will you change your strategic path toward becoming an icon that markets love?

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