Anytime you set out to build a business, design a product or create a service you need to be constantly thinking –– how can I make this un-killable by Amazon?
Because one day, whether you like it or not, Amazon or someone like Amazon will float into your industry and make whatever you’re creating better, cheaper and more convenient.
The same can be said for jobs. A decade ago, when the idea of self-driving semi-trucks were first being talked about, semi-truck drivers were rolling their eyes.
Now, semi-truck drivers are starting to worry.
A decade from now, semi-truck drivers will be out of a job.
It’s cold, it’s harsh, but it’s the reality of the world we live in.
It’s not enough anymore to just build a business. Today, we have to outrun innovation; and that’s going to put a lot of businesses out of business.
While one strategy to consider when working to build a timeless business is constantly staying ahead of the curve, another strategy is simply doubling down on things like customer service, experience and focus –– all of which I outline in The Anti-Amazon Business Model below.
The Anti-Amazon Business Model:
- Extremely focused. We don’t sell running shoes, handkerchiefs and pasta strainers. We just sell running shoes and we sell them really well. When you do one thing really well, it makes it much harder for a giant like Amazon to compete with you. Which, brings us to our next point… Zappos.
- Customer centered. Zappos is a customer service business first, shoe company second. They obliterated Amazon when it came to shoes because they offered better customer service than Amazon could ever provide. That’s probably why Amazon ended up acquiring them in 2009 for $800 million.
- Stellar experience. While consumers enjoy convenience and affordability, they are willing to sacrifice both if it means they will get a stellar experience. For example, Top Golf is a golfing and entertainment company that is currently taking the United States by storm. While it’s certainly cheaper and more convenient for someone to stay at home on a Friday night and watch Netflix, many are instead going to Top Golf because it provides a stellar experience. There is only so much experience you can get out of clicking the buy button on Amazon. Seek to create an incredible experience that Amazon can’t replicate.
By Cole Schafer.
Cole is the copy chief at Honey Copy, where he helps startups make more money through emails and landing pages that read like poetry and sell like Ogilvy. When he isn’t slinging copy, he is right here on Medium sharing ideas about life, business and marketing. Or riding alpacas.