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A Unicorn or a Rhinocerous

A horse eating
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April 15, 2022
1 min read
Article Contents

Is your business a unicorn, or a rhinoceros?

As we know, the unicorn is a fabled creature that only comes around once in a great while and when you find it, you do whatever you can to hold onto it. 

Unicorn businesses are focused on customer service, as well as being forward-thinking with their products and service offers.  They pivot when they see the market shifting to new seas and are not afraid to sail uncharted waters. 

They are quite simply, the stuff of legend. Will you create a legendary business?

A rhinoceros, although still majestic in many ways, is very different from a unicorn. 

It is slower and less nimble than its one-horned counterpart.  It’s also very happy to graze the same plains and visit the same watering holes over and over.

Although the perceived abundance of food and water may be comforting to the rhino now, history has shown us that it is not sustainable forever.  Watering holes dry up and grasses die off – quickly turning the "consumer" in the food chain, to the consumed.

Be the Unicorn

What things can you do to make the competition appear to your clients/customers/donors as the clear rhinoceros in the marketplace?

Are you answering the "So What" of your business?  Are you communicating your "WIIFM" as well as the "Why" of your organization?

If not, do it before your competitors do.

Be the stuff of legend…  Be the unicorn. Create a legendary business.

Thank you for reading and make it a great week!

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Joseph Caulkins

Artistic Director, Key Chorale
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