About a year ago, I started experiencing some foot pain. One of the doctor’s recommendations was to try some different shoes with wider toe boxes and better insoles. I tried a bunch of things with varying success until I broke down and tried a pair of Birkenstocks. 

Why did it take me so long to try Birks?

• Birkenstocks are ugly. OK, maybe it’s more accurate to say that they’re “not very fashionable.”
• They come in weird European sizes.
• They wear out pretty quickly, especially if you drag your heal (like I do).
• Plus, they’re pricey!

They aren’t “good” shoes relative to their competitors, objectively.

But they made my foot feel a lot better.

For me, not having foot pain is more important than being fashionable or getting the cheapest price. They are incredibly comfortable, and that makes all the difference.

What is one way that you can stand out in your market?

What is one problem that you can solve better than anyone else?

If you focus on an ideal customer that cares about that one thing, you don’t have to be great at everything. If you become known for that one thing, and people know you’re great at that thing, they’ll be lining up.

What’s your one thing?