I don’t often do this, but I’m going to share a “shocking” prediction for 2022 that I believe could have a significant impact on your business.
But first, let me tell you a quick story.
It’s actually one of my favorite stories. My own Michael Jordan in Game 6 vs. Utah Jazz moment.
When I was a junior in high school, I was captain of an intramural basketball team — and I predicted my team would win the championship before the first game of the season.
I’ll spare you most of the details and get to the good stuff.
My team marched to the semifinals… and I caught mononucleosis. The doctor told me I could absolutely NOT play basketball. Any rough physical contact could rupture my internal organs.
I canceled prom… and my date never spoke to me again.
But I couldn’t miss the semifinals game. Especially after guaranteeing a championship.
If you’ve ever had mono, you know it drains your energy like leaving your car’s headlights on overnight. So the game was a hard slog. Probably the same way Jordan felt like in Game 6.
You’re going to think I’m making this up, but it’s 100% fact.
My team was down by 2 and I knocked down a 15-foot buzzer-beater to send the game into overtime, where we dismantled the other squad. Then we went on to win the title. Just as I had predicted.
Today, I’m going to make my biggest prediction since the beginning of that basketball season 21 years ago.
If you’ve been skimming til this point, this is where you want to pay attention. I’m going to tell you which…
Entrepreneurs & Marketers
I Believe Will WIN in 2022
More importantly, how you can be one of the big winners.
Here it is:
The entrepreneurs who win will be the ones who:
1. understand their core buyers at a deep level
2. communicate that deep understanding to their core buyers — not just use the data for targeting/segmenting purposes (although that’s important)
AND
3. demonstrate that they are “in this together” with their core buyers — whatever that means in their particular industries.
At first glance, this may not seem like a shocking prediction after all. But I urge you to think about this with me for just a minute.
Since the beginning of the pandemic, we’ve seen a flood of new businesses, new technologies, new options… and rapid adoption of all the newness among consumers.
More than ever before, there is something for everyone online.
At the same time, we see increased polarization of people around the world. Politically, scientifically, socially.
Folks are cliquing up and forming profound bonds with their “groups.”
In 2022 and beyond, you’ll see this trend impacting commerce more and more.
People will gravitate toward, spend money within and pledge undying loyalty to “micro-communities” where they feel understood… appreciated… even SUPERIOR to outsiders.
I don’t have statistically significant data to prove this, but I am confident that having the “best” product or service won’t be enough in 2022.
Having the “best marketed” offer won’t do it, either.
If you want to win the future, it’s going to be essential to work on developing the “best connected” offer — specifically tailored for your core clientele and obviously repellent to “outsiders” (real or imagined).
I think it’s going to be trickier than ever to be a “faceless” impersonal company. Even if you’re a plumber or contractor.
Think about it. Everyone knows Tesla’s CEO. Who’s the CEO of Toyota again?
Even Zuckerberg is trying craft a more likable public persona.
This is the way the wind’s blowing, my friend.
Take it from a guy who calls intramural championships like Babe Ruth calling home runs.
P.S. I know what you’re saying.
I can’t bring up all this micro-community stuff and skip out on helping you figure out how to actually DO IT.
Well, if you’re curious, you’re just going to have to stay tuned.
P.P.S. Shout out to Justin Winthers, co-founder of REIRail who made this prediction at least 3 years ago. One of the brightest brothers I’ve ever met.