FRANCESCO MILITTI

Marketing and Communications Professional | I help entrepreneurs and companies stand out in the market.

Who lays the egg?
I often speak with entrepreneurs who complain that the internet is penalizing them or stealing market share. I always ask them the same question:
“Who lays the egg?”
Almost everyone answers without hesitation:
“The hen!”
 

But I reply:
“Why the hen, specifically? There are thousands of animal species in the world that lay eggs!”

The instinctive answer is “the hen” because, when it lays an egg, it lets the world know with its unmistakable clucking.
That image is deeply embedded in our minds: when we think of an egg, we immediately see a hen.

In marketing, this phenomenon is called a “mental trigger.”
 

It works the same way for many brands.
Think of those who’ve been able to tell their brand story in a consistent and compelling way—they managed to drive a “nail” into our minds.

Say “energy drink,” and you think Red Bull.
Say “dark fizzy drink,” and you think Coca-Cola.
Say “affordable furniture store,” and you think IKEA.
 

So instead of complaining that the web or big brands are stealing your market share, start telling your own story—your egg—and show your face.
Make your product or service unique and recognizable.

If you tell your story in an authentic and consistent way, you too will earn your share of the market.

This is where we can help you. Request a Free Consultation.