Flying first class

If you have a first class ticket in your possession, are you going to fly coach, business class or first class? I’m hoping you said “first class.” This may sound like a bit of a paradox, but it’s not.

First, let me point out that there’s nothing wrong with flying coach or business class. And flying first class doesn’t necessarily make one special. It’s only an analogy. Work with me.

The point is that there are many brands that build great products and deliver amazing service. But they don’t get the attention they deserve because they’re flying coach with first class tickets in their pockets. If your brand is competing purely on price, it is likely flying coach. 

The goal is to unlock the value monopoly inherent in your brand. This is your first class ticket.

Enjoy the flight.