I need to unpack the “pioneer” persona.
Are you really a pioneer?
A trend setter?
What about a taste maker?
Recently, a fairly prominent design studio I follow (and love) (who shall remain unnamed), has been promoting a course for something that they do in their business. And they're calling themselves “pioneers”. And it's this opinion of being 'pioneers' that they're using to promote and sell their course... And to be honest, it immediately kind of bugged me.
Now, there's a few things to this and I really wanted to unpack it, not just for myself but for you as well, because it's easy to get swept up in this kind of language and this kind of sales technique.
The Pioneer Angle
First things first, the 'pioneer' angle. This is interesting because, I've seen people offering and promoting this service long before they did. Sure, they probably have a streamlined process and have a consistent income and stream of clients for it, but it doesn't mean they were the first and only people to have be working in this way. Does that also mean that it's something they need to be selling?
Just to play devil’s advocate, being a pioneer doesn't necessarily mean being the first to offer a service. It's about how you refine and redefine that service in order to make it uniquely yours. When it comes to branding, it's not just about what you offer, but how you offer it. Your brand identity, values, and the community you build around your brand all play such a significant role in your success.
Brand > Business
Second, they have a really strong brand, which is allowing them to leverage years worth of community building and relationship nurturing to sell a product that they've mastered and the 'pioneer' angle is really working for them.
A strong brand is like a magnet, attracting not just customers but opportunities. It's the result of consistent effort, thoughtful strategy, and a genuine emotional connection with your audience. This studio has invested so much time and effort into building their brand (not just their business), and now they're reaping the rewards. Their "pioneer" status isn't just a label of their service. It serves as a reflection of the trust and loyalty they've cultivated over time.
One-size doesn’t fit all
Third, I'm always conscious of selling a service-related program or education with 'this is exactly how I did it and this will work for you too' mentality. Because, that's not it. There's so much more that goes into building and perfecting a service. Nurturing and growing an aligned audience that connects with your ethos. Crafting the perfect message and selling in the right way.
At the end of the day
It's a delicate balance between promoting your success and selling a solution, but we do know that each business is unique, with its own challenges and opportunities. What works for one may not work for another. It's about being honest and transparent about what you're selling (especially when it comes to education) and share alternate ways of working to really support and help others grow in a similar way, not necessarily the same way.
I guess that's why I always encourage sharing the journey rather than the results, giving insight into strategy but allowing time to adapt. Because building a successful brand and business is about resilience, and a willingness to learn and evolve.
In the end, what matters most is results. If this studio is absolutely killing it, then they're onto something. It's a true representation of their diligence, their hard work and their expertise and their ability to navigate a forever evolving world of business and branding.
What we can all learn from this is that we can take inspiration from other people's successes, use that as a jumping off point for our own success, use them as expanders that reveal a life that we may want for ourselves.
So, whether you're a pioneer, a trendsetter, or a tastemaker, always stay true to your brand, keep refining your offerings, and above all, never stop learning and growing. Who knows? Maybe one day, you'll find yourself being hailed as a pioneer in your own right.