I was headed out on a hike on Saturday and passed this Thai restaurant on the way.

If you’ve spent any time in Seattle, you’ve probably noticed Thai restaurants are everywhere, so typically I wouldn’t have really batted an eye.

But then I saw their sign.

“Husband Day Care?”

If you cant read it, it says:

Need time to relax?

Need time for yourself?

Need to go shopping?

Leave your husband with us.

We’ll look after him.

You’ll just pay for his drinks.

To be clear, I don’t actually think anyone is going to drop their partner off here for caretaking while they run errands.

I get that it’s a joke, good for a short chuckle as you drive by.

But the power of positioning, even in jest, is that now I have it in my head that this otherwise ordinary Thai restaurant is probably:

• quite lively inside
• has a hell of a happy hour
• is keen for you to stay and linger for a while

Did they say any of that? Nope.

They telegraphed it through the messaging they put out on a literal street corner.

And as a result they are owning their position as not just another restaurant, but a lively watering hole.

I’m not necessarily advocating the use of kitsch to stand out in the market (though I guess you could).

Rather, think about what is your unique attribute, approach, or IP that could redefine you in your clients’ minds as not just another consultant...

...but instead as a singular, in-demand expert in your domain?

If you’re just another Thai restaurant, your prospects will just keep on driving by.

💡

-Wes

P.S. Stuck on finding your niche, and how to become known for it?

One NicheFinder slot remains for April.

IP Builder waitlist is open for May.