“When I meet you or your company or your product or your restaurant or your website, I desperately need to put it into an existing category, because the mental cost of inventing a new category for every new thing I see is too high.” (my emphasis)
In fact, given that I’ve spent most of my adult life evangelising one thing or another, it really struck home.
Godin’s insight that got me thinking about my current work is his assertion that we should make it easy for people to categorise us and the work we do. What! But what I’ve got something brand new and never-been-seen-before? Then you need to be more careful. Why? The real danger is to be miscategorised:
“What is this thing? What are you like? Are you friend or foe, flake or leader, good deal or ripoff, easy or hard, important or not? Are you destined for the trusted category or the other one?”
No matter who we’re dealing with, whether internally within our organisations or externally to the rest of the world, I think it’s important to be aware of people’s existing categories and work with them, rather than against them.
Image CC BY ecokarenlee