In marketing and sales the ability to adapt with the "times" is key to long term relevance. Take any HUGE brand. They form identities that are general and change-proof. Nike and Under armor focus on the greatness of athletes. Wayfair, Crate and Barrel and Joanne Fabrics focus on decor trends from different angles. All seeking to stay top-dawg in their space and are changing their brand messaging, but not their core belief. WAIT! Didn’t I just say they are change-proof but then I said they change their messaging? YES. The markets, cultures and subcultures of people are always changing. The core message of what these companies stand for does not change. Simply put, again, what Brands stand for doesn’t change but their messaging changes automatically with the shifting culture. So what does that mean for you? How does that apply to your side hustle, your small business, your startup, or your plans to get started? How do you dominate a space, eat your competitors lunch and change effortlessly? Big brands all started with these Overlooked Secrets and you should too. Overlooked SECRET #1: You need to understand what value you offer the world better than anyone else on this planet! Ask yourself, WHAT do I do and who does it better than me? Who crushes me in this space? Who owns the lions share of the market right now? Knowing this will give you the correct perspective on your value, and what kind of value is the market demanding. This process is hard, depressing and painful. PRO TIP: learn to love this process and repeat it often to make sure your aware of the game in your space. Overlooked SECRET #2: You need to know exactly WHO (one avatar) must have the value you offer. Do not confuse this with niching down. Niches are more demographics and psychographics. The avatar is literally one person – one persona. Is can be a woman in her 50s who just sent off her last child to college and is now looking to get into interior decorating. Or it could be a man, husband, in his 30s with a middle class house, 4 kids and 2 cars seeking to go from corporate job to successful entrepreneur. PRO TIP: This is a skill! Unlocking your creative juices to ID different avatars will put you in the top 10% of marketers worldwide.