Average is the New Bottom
A warning shot to business owners: when fast, cheap tools raise the floor, average positioning becomes failure. The middle disappears, and fear keeps leaders stuck while the market surges past.
- brand
- branding
- brand positioning
- brand differentiation
- competitive positioning
- category creation
- category design
- category of one
- positioning
- positioning statement
- positioning strategy
- marketing
- marketing 101
- marketing strategies
- small business
- small business owner
- small business owners
The coming year isn’t just another turn of the calendar. It’s the extinction event for businesses coasting on “good enough,” because fast, cheap pro tools have erased excuses. The average is now the bottom.
The old bell curve of performance has collapsed. Being passably professional once put you ahead of half the market, but that middle has been sliced away. Everyone can now look at least average.
Owners haven’t caught up to this shift. “This is fine” thinking masks a new floor they’re already standing on. A generation trained to fit in is now scared to move forward.
I'm James Archer.This is why firms hire me.
I know how to do this in the real world:
- I’ve spent 20+ years in C-level positions
- I ran a successful marketing agency for 12 years
- I’ve helped 100s of businesses from startups to Fortune 500s
- My work’s been featured in The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
- I’ve delivered over 100 speaking engagements and written countless articles on these strategies.