I just downloaded an app that provides a collection of “sleep sounds,” that is, recordings you can listen to when you want to rest or fall asleep. There are many of these types of apps available. I’ve tried more than a few.
But this one is different.
It’s the only app I know of that doesn’t come with all of the audios in the initial download. You choose the ones you want and download them separately. Any sound you don’t like can easily be deleted.
I like this because it means I don’t have to fill up my phone with gigabytes of sounds I’ll probably never use. I can choose a few I like and forget the rest.
Most of the app’s reviewers agree. Choice is good. Smaller downloads are good.
But some disagree. They hate having to download each audio one at a time. “It takes too long!” they moan.
So yeah, you can’t please everyone. And you know what? You shouldn’t try.
Suppose the app developer listened to the cries of the customers who don’t like the “choose your own” feature? They would wind up with an app like all the others that use an “all or nothing” approach. They would find it difficult to stand out from their competition. And the would alienate those of us who like being able to choose.
“Choose the ones you want” is this companies shtick. Their thing. Their Unique Selling Proposition. And it works. They knowingly give up trying to please the “I want it all” crowd and from a marketing perspective, this is the right thing to do.
And guess what? Lawyers should do the same thing.
Stop trying to please everyone. Stop offering “all things to all people”. Be different. Carve out a niche. Choose a segment of the market and show the folks why you’re their guy or gal. Promote your differences to prospective clients who like those differences. And let go of everyone else.
Need help choosing your shtick? Here it is
