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good enough seems to be the norm and business model. Yet, if you look at trend reports and deeper into the pockets of those who managed to make money even during the recession, they solve a very specific problem, appeal to a very specific audience, they polarize. Think about Anthropologie and Urban Outfitters -- they keep growing, yet they are not trying to be the mediocre middle.

Marketers better start hustling upstream -- and organizations better hire those who can understand how to help the business tie its revenue to the bottom line without just shaving costs by hiring cheaper people.

I better get my act together on the newsletter :)

Although white T's may be a commodity your point is well founded. I often cannot find what I'm looking for when I get specific - and have specific requirements or 'wants'. There's just so much mediocrity out there - and lack of attention to craft. I think it goes into companies caring about the customer experience to design a better search / shopping experience. More and more I think the opportunity is in serving niche markets extremely well.

The other aspect I think is inherent laziness on the part of marketers - and companies. They want the sale - more of them - and faster. And don't want to take the time because designing the best experiences is hard work filled with many intangibles. . .

I look forward to your premium newsletter!

I think you need to include that distinction in the original article, it really drives it home.

There is a lot to be said for creating and carving out a niche to serve, taking it further, polarising the customers who are not a good fit for our unique services and skillsets.

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