"Toutes les entreprises en faillite sont les mêmes elles n'ont pas réussi à échapper à la concurrence"

When we talk about businesses that don't make it, the heart of the problem often lies in their inability to stand out from the crowd. They don't manage to break free from the pack and offer something truly unique. Let's dive into why that happens and how we can avoid it.

At its core, this quote is all about differentiation. Imagine a marketplace teeming with companies, all jostling for the same customers. If a company can't carve out a unique niche—something that sets it apart—it will likely struggle to survive. It's like running a race where everyone is sprinting at the same speed: if you don't find a way to go faster or take a different path, you'll never win.

This idea isn't just some modern business theory. It’s been around for ages. Think about the dot-com bubble in the late 90s. Hundreds of startups emerged, all hoping to capitalize on the internet boom. Most of them offered similar services—selling products online, providing internet access, etc. When the bubble burst, only those that had something unique to offer, like Amazon with its vast selection and customer-centric approach, managed to survive and thrive.

Let's take a real-life example to paint a clearer picture. Remember Blockbuster? Back in the day, it was the go-to place for renting movies. Then, Netflix came along. Unlike Blockbuster, Netflix offered a mail-in DVD rental service, which was revolutionary at the time. Later, they pivoted to streaming, a move that completely changed how we consume media. Blockbuster, on the other hand, stuck to its traditional business model for too long. They failed to innovate and differentiate themselves from the emerging competition. The result? Blockbuster is now a cautionary tale, while Netflix is a household name.

So, how can you apply this to your business or personal projects? First, always keep an eye on what makes you different. What unique value do you bring to the table? Maybe it's your exceptional customer service, a groundbreaking product, or even a unique marketing approach. Whatever it is, lean into it. Innovate continuously. Don’t rest on your laurels. The market is constantly evolving, and you need to evolve with it.

Here's a story to drive the point home. Imagine you're an ambitious baker with a small shop in a city teeming with other bakeries. If you bake the same bread, cakes, and pastries as everyone else, you'll get lost in the crowd. But what if you start experimenting with unique flavors or use organic, locally-sourced ingredients? What if you create an inviting atmosphere in your shop where people can relax and enjoy their treats? Maybe you even offer baking classes to your customers. By doing something different, something special, you give people a reason to choose your bakery over the others. You escape the competition, just like the companies that thrive in the market.

In short, the key to success isn't just being good—it's being different. Always ask yourself, what sets me apart? How can I innovate? By constantly seeking to escape the competition, you’re not just surviving, you’re thriving.