Who’s the most talented musician out there? Paul McCartney? Beyoncé? Lizzo? How about Dimash Kudaibergen?
Who?
I don’t blame you if you’ve never heard of Dimash. He’s mostly popular in Kazakhstan. Born with perfect pitch, Dimash can hit notes over an astonishing six octave range. He plays seven different instruments and can sing in twelve different languages. He has sung and played in a wide variety of genres, from classical to jazz to opera to pop. And to top it all off, he’s just 27 years old.
Now, you might be asking yourself, “if he’s so good, how come he’s not more famous?” And that’s a great question. How come someone as clearly talented as Dimash Kudaibergen isn’t a household name?
Because being great, or having a great product, is only half the battle.
The reality is, you can be as talented as Dimash or whatever young musical prodigy out there that’s even better, and still never find an audience. You can have all the talent and skill in the world, but unless you know how to get people’s attention, you’ll never get off the ground. In the 80’s, the Betamax format was widely considered to be a better technical product than VHS, but VHS won anyway with superior marketing.
Now, this isn’t to say that you should focus all your efforts on marketing. Clever Hook Points can help you stand out and get people to pay attention, but without something substantive to offer, you’re not going to hold their attention for very long. By using Hook Points to better contextualize your amazing products and services and communicate the full value you’re offering your customers, you’ll set yourself up for success.
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