BE the toilet paper

Brain surgeons, airport bartenders, and stores with toilet paper are all the same!

Each sells something desperately needed at times. Each is accused of price-gouging…even as people willingly pay their bills.

This conversation started 20 years ago with Lew Sabbag, a friend seeking to position his printing services like a doctor would. He envisioned his business being so critical that nobody would care about his prices.

Over the years I’ve recognized Lew’s wisdom but never quite connected the dots…until now.

My light bulb moment arrived yesterday when I noticed toiled paper remains a scarce commodity, even as people start returning to work. Alcohol wipes and hand sanitizer still remain in extremely short supply.

These continuing scarcities should be prompting a big question for every business. As we’re shifting gears towards a new normal, many things are already changing in the business world. Retailers are closing stores and restaurants are permanently shuttered…even as those offering essential services are experiencing skyrocketing revenues.

Which suggests an opportunity for your business, regardless of your industry. When assessing your company’s next steps, it’s probably time to re-examine the products and services you sell and find a way to make yourself essential to customers on a daily basis.

Start by paying attention to the world around us and making some connections to spot future trends early. Consider how your offerings can become the next toilet paper; something everyone needs, stocks up on, and is on every mind, every day.

This shouldn’t just apply to times of crisis, either. The reason toilet paper factories operate 24/7 is because everyone needs their product. The only difference now is that nobody takes those paper rolls for granted anymore.

Naturally, not everything can be positioned as essential, so you may want to expand or shift your product line. Consider getting into freeze-dried foods or emergency training services. Become a Canadian water distributor or manufacture portable air condenser units.

Human nature automatically looks backwards for lessons learned. Smart entrepreneurs do more, recognizing the opportunities presented to those who can see into the future.

Here’s my take, for whatever it’s worth: We’re now going into a permanent cycle of crisis and disaster, somewhere on the planet. To those looking forward, this spells opportunity.

With that said, I wish you a week of profitable marketing.

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This crisis will shape your business for years to come. Get help at www.askmrmarketing.com.