One of my favorite movies from the 1990s is City Slickers starring Billy Crystal and Jack Palance. If you haven’t seen it, the movie is about three Manhattan friends who are all suffering a bit of a mid-life crisis (one friend is Mitch, played by Crystal). To escape their problems, they join a cattle drive from New Mexico to Colorado.
At a critical moment in the movie, Mitch is riding alone with a rugged old cowboy, Curly (played by Palance). Mitch thinks he’s going to get shot. Instead they have this discussion:
Curly: Do you know what the secret of life is?
Mitch: No, what?
After a pause, Curly holds up one finger and says, “This.”
Mitch: Your finger?
Curly: One thing. Just one thing. You stick to that and everything else don’t mean sh**.
Mitch: That’s great, but, what’s the “one thing?”
Curly: That’s what you’ve got to figure out.
Let’s call it Curly’s Law.
You stick to one thing and everything else don’t mean sh**.
And it applies to your business.
What’s the one thing that matters to your business? What is the one thing you stand for that helps you stand out? What’s the one thing you do, that no one else can?
Think about these brands. Do you know their one thing?
Google
GEICO
Whole Foods
7-Up
Disney
Your list probably looks a lot like mine.
Google — Find everything fast
GEICO — 15 minutes will save you 15%.
Whole Foods — Healthy food you can trust.
7-Up — The un-cola
Disney — Magical experiences
Why is your list so similar to mine? Because by focusing on one thing, great brands own a “position” in the minds of consumers — even those who don’t regularly use the brand.
Like these big brands (and thousands of others), you need to find the one thing that helps your best prospects choose you.
It helps, but it doesn’t have to be yours exclusively. It only matters that you claim the idea and use it consistently in everything that you do. And over time “own” the idea.
So, how do you find your one thing?
Ask yourself, what gets you most excited about your product or service?
What gets your customer most excited about it?
What do you offer them?
How is your offer different from the competition?
What do customers get when they use your product?
How do you help them get that one thing?
Michelin Tires choose “safety” for their one thing. It is reflected in their advertising which features a baby playing in a tire. Their tagline: Because so much is riding on your tires.
Coke used to be known as the “Real Thing”. Today their one thing is sharing happiness, which they focus on in social media, advertising and with sponsorships. No doubt you’ve seen their “share a coke with” campaign. It’s all about spreading happiness.
The ACLU’s one thing is constitutional rights. Amnesty International’s one thing is ending torture. The National Rifle Association’s one thing is gun rights. Charity: Water’s one thing is providing clean drinking water to the world.
They all understand that Curly’s Law can help focus everything you do into a single idea that resonates with your best customers. Then, when they need that idea, they look for you to help. And, most importantly, they buy your product.
With advice this good, it’s no wonder Jack Palance won an Academy Award for his role as Curly.
Now it’s your turn…
What’s your one thing? Let me know in the comments.
Need help finding your one thing? All you’ve got to do is tell me about your project.
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