They were comparing their pictures. Pictures they had taken in a sanctuary.
Both used the same camera — Nikon D850. They both had taken pictures of the same scene in the same location — a cheetah chasing a deer.
“Do you think their pictures would be the same?”, I asked my friend.
It depends, he said.
“On what? It’s the same freaking scene.”
Yeah, but they might not be using the same lens.
“What if they did?”
Even then, the exact zoom they used, the exact part of the scene they focused on, the story that they are trying to tell…
Yes, there is no way these two pictures are the same. Same way, no two stories are the same, no two products are the same — even if they are all about the same thing.
The lens and the focus with which we see different aspects of a problem, an opportunity — that changes everything. That changes the idea, how we talk to our customers, how customers respond to us and the value created.
When something is not working — a story, an idea, a product, may be, just may be, you need to focus on an aspect that is more important to the customer. May be, your story is not connecting with their life, with their desires, with their belief systems. By slowly adjusting your story to what people’s desires and goals are, you could connect more deeply, in a way no one else did.
It’s not about being the first one to say something to the world. It’s about being the one people listen to. And that changes everything.
