GNT #105: 3 Unexpected Choices to Build a Winning Business

read time: 3.5 minutes

Have you ever bought avocados?

They're tricky.

One day, they're too firm to eat. So you wait for them to ripen. But just when you're ready to eat them, they've gone bad. 

As a lover of my chips and guac, this is a constant battle. 

Chef Thomas Allen of two Michelin-starred restaurants had the same problem. The avocados from his suppliers were too ripe or too firm. But unlike me, for a chef serving $200+ plates, he couldn't keep gambling on the quality.

Then Miguel Gonzalez walked into his restaurant, "I'll sell you the best avocados you'll ever buy." Chef Thomas was skeptical but curious. He agreed to try a sample.

The next day he received a box of perfect avocados. They were flawless, consistent, and elevated the taste of his dishes. Most importantly, Chef Thomas didn't have to worry about avocados anymore. Miguel became his go-to supplier and soon earned the nickname "Avocado Guy" when other restaurants started ordering from him too. 

Miguel ended up calling his brand "Davocado Guy" and is supplying to hundreds of top-tier restaurants across the country, earned the title of 'Supplier of the Year' at the National Culinary Awards, and expanded his operations internationally.

Miguel's business thrived not because he offered everything, but because he initially chose to focus on one frustrating problem and sold and delivered the solution to that problem: the perfect avocado.

Today, we'll cover 3 powerful but often confused and unexpected choices you can make to create a clear, memorable identity in your market - and make growth feel less like a gamble. 

Let's taco 'bout it! 🥑 🌮

Why Clarity Leads to Growth 

When people clearly understand what you do, why it matters, and how you’re different, they’re far more likely to choose you...and share your story with others.

Many growing businesses try to speak to everyone. It feels safer, like you’re keeping more doors open. But when you add more products, services, or mixed messages, you don’t attract more people. You confuse them.

Initial growth often comes from simplifying.

Focusing on what you do best and who you serve best. When you’re clear about what makes you unique, you build trust. And trust turns into momentum.

Once you're known for one thing, THEN you have the audience, revenue, and leverage to expand.

Here’s how to make those choices.
 

3 Choices to Build a Winning Brand

1. Choose the Problem You Solve

It’s tempting to solve every problem for every customer. But trying to do everything often leaves you doing nothing really well.

Example: Miguel could have added other fruits or vegetables initially. Instead, he focused solely on delivering perfect avocados, something no one else was doing consistently.

Action Step: What’s one specific problem your product or service solves better than anyone else? Build your reputation around that. 

2. Choose the People You Serve

You don’t need to appeal to everyone. Efficient growth comes from being deeply valuable to the right people.

Example: Salesforce didn’t start by selling to everyone. They focused exclusively on sales teams in small and medium-sized businesses. That focus helped them build trust, gain momentum, and grow from there.

Action Step: Who are your best customers, the ones you can help the most? Focus your time, energy, and marketing on serving them better than anyone else.

3. Choose the Message You Share

In a noisy world, the clearer your message, the easier it is for people to remember and recommend you. Instead of saying everything all the time, consistently say the one thing that matters most in the overlap between what your business uniquely provides and what your customer needs.

Example: Philz Coffee
Philz Coffee avoids those typical “gourmet coffee” buzzwords. Instead, they share the message: “One Cup at a Time.” This is all about their commitment to personalized service, where "every cup of coffee is handcrafted to suit individual tastes." They focus their message on care and customization, they stand out in a crowded market to those who value a unique, personal experience.

Example: Spyhouse Coffee Roasters
Spyhouse Coffee focuses its message on “Artisan Coffee, Thoughtfully Sourced.” Instead of promoting everything they do, they emphasize their dedication to sustainability and quality. It's a clear message that resonates with coffee drinkers who care about the origins of their coffee as much as its flavor.

Action Step:
What’s one message you want people to remember about your business? Simplify it, and share it consistently.

Takeaway

The businesses that grow fastest aren’t the ones doing the most. Often they’re the ones making intentional choices.

When you focus on the problems you’ll solve, the people you’ll serve, and the message you’ll share, growth does get easier. Because clarity makes your marketing work harder. 

So, what choices will you make to stand out and grow?

Here's where you could start:

1. Choose the Problem You Solve
2. Choose the People You Serve
3. Choose the Message You Share

Here's to finding your perfect avocado, and making something great. 🥑

See you next week, friends!

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