The Better Fly Blog Series- Blog 3

 

Welcome back to The Better Fly blog series here at The Workshop L.L.O.  It’s Business. It’s Spiritual. It’s Heart, and it’s also Soul.

Part 3- Genus

Let‘s look at Genus.

Genus is a group or class of things that have common characteristics and can be divided into subordinate kinds. In terms of groups, genus falls in between family and species. But how does this bring us to our next meal in this series?

Today we delve into the world of competition. It’s a vital part of constructing a business plan. We‘ve all heard the question, “Who’s your competition?” or “Have you identified your competitors?” Usually, to answer this question, most entrepreneurs or business startups look in the marketplace for other businesses that appear to be doing the same things they hope to do. This is not a bad approach, but what if I tell you that it leaves a lot of room for your new business startup to be indefensible. In the process of trying to find you family group or identify your business specie, you probably overlooked your genus.

Genus is a term mainly used in biology that points above specie and below family. In business, and specifically in the area of competition, there’s direct competitors and indirect competitors. I had to learn the hard way about indirect competition, but hopefully you’ll pick up a few things here that can help you to take the target off your company’s back or at least prepare you to defend yourself.

Not only do most new businesses and business owners usually look for look-a-like in searching out competitors, but they also usually always, as I certainly did, look for companies that are equal in size. Big mistake. Just because you may see your business as small and perhaps even flightless, that’s not how major industry thinks. Major industry thinks in terms of “Who’s got next?”, and your little startup may be next. Now, you’ve become a major target of study. To complicate the matter, what happens when you are completely unaware of who these players are and what make you part of their genus? For most small companies, it means total surrender or annihilation. Thus, unveiling the Beast in the Sky! But I’ll like to tell you about a flightless bird who happens to be the most dangerous bird in the world. It’s the Southern Cassowary. This is a very shy bird. Yet, this bird is equipped to do real damage. It has been known to kill humans and even dogs. This bird can cut a human in two with just one swift kick. Shocking isn’t it.

If you read the first blog of this series and have been following, then you know that we are grounded. But I want you to begin to look at yourself and/or your company, not as a weakling, but to begin to look for your special equipment. In business, when we start with a solid brand and brand story then attach it to strong values and clearer goals, do you know that we can become the most dangerous flightless bird?

Think about it. Take a few days out of your week each week to work through these details. I can tell you from experience that if you do, what should be total annihilation, will become domination.

TheWisebull