Why “follow the leader(ship)” messaging no longer works

In the end, who really awards leadership?  Not you…it’s your buyers.

We all have seen these… companies that tout / message their products and solutions, or themselves  as…

  • The worldwide leader in…
  • First company to deliver…
  • XX% of the world’s ABC use…
  • Over X years of experience in…

What dictates whether a vendor is a worldwide leader?  Market share? Revenue? Nope…leadership is earned, not owned.

XX% of the world’s ABC use your product? C’mon. All that tells me that a bunch of people (supposedly like me) bought your product. It doesn’t tell me if users are happy with it, heck if buyers even use it anymore. Plus, I’ll believe the buyer, before I believe your message and follow like a sheep.

Leadership messaging today is an inside out point of view, when it should be rooted in the voice of the buyer.  The fact that you are the worldwide leader in some product or technology, does not tell buyers anything, nor is it really that credible, original, or creative…it’s a crutch as far as I am concerned. Tell buyers what you are doing, have done, or will do to earn, and more importantly, keep their business.  If you have to resort to leadership messaging as your stand-by, then all you are saying is that you don’t fully comprehend what buyer needs are.