How to Create Your Startup's X-Factor [Forbes]
ADIDAS AG S/ADR (ADDYY)
NASDAQ:AMEX Investor Relations:
adidas-group.com/en/investors/overview
Company Research
Source: Forbes
Because it's not enough to claim you're different. To get an edge, you've got to show —not tell—consumers why you deserve their attention. In the book Start. Scale. Exit. Repeat. I share about how my CEO coach, Patrick Thean, helped me reframe my mindset around identifying our company's X-Factor. “It's actually not something special about you,” he said. “It's you creating something special.” With his insight, I could look back and see how every successful venture I'd had was because we had created our X-Factor more than it being something about the company itself. From my own experience and conversations with other startups, I've found three key avenues to creating your X-Factor: 1. Make a Nearly Unbearable Brand Promise This is exactly what sets apart a brand like Domino's with its “30-minutes or free” promise. A Nearly Unbearable Brand Promise will hurt if you break it. When we were trying to scale Hostopia in the mid-2000s, we struggled to find our differentiator from al
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