[Tweet “Three reasons why I read Seth’s blog #sethgodin”]
In one of Seth Godin’s recent blog posts he talks about the end of geography.
Seth listed a number of inventions that have ended geography as a marketing advantage: air conditioning, credit cards, television, container ships, the internet and cell phones.
If geography is no longer a competitive advantage, then this begs the question:
What is the reach of your business?
In other words, how far will people ‘travel’ to buy from you? And, by the word ‘travel’ I don’t mean they’ll visit you in person. A digital or virtual interaction is equally valid.
Let’s look at some examples of business reach:
A similar hierarchy of distance applies to a business expert. The more specialized our service the more likely people will contact us from further afield.
This is based on two key elements:
Seth Godin is one of the most popular bloggers on the planet because he not only has some expertise that is translatable around the world; he also positions his expertise in a universal manner.
One way he does this is through his simple use of language and metaphor.
[Tweet “What’s your business reach?”]
The really obvious way to observe your own business reach is to identify the location of your current clients.
Q: Are your customers all within driving distance?
Q: Are you customers spread across your local city, state and country?
Q: Are your customers spread around the world?
And the big question: What business reach would you like to have?
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