Standing Out From The Crowd

2021-01-18 by Ronn Torossian
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The online marketplace is getting crowded as we speak. The amount of available information online has started making people overwhelmed, to the point where their only choice is to step away from digital platforms and reconsider what’s important to them. This is true for both brands and consumers, and the best way to get around this issue is to stand out from the crowd by creating an original and unique offer that attracts everyone’s attention.

Plenty of business owners prefer to follow a previously outlined strategy and only do things as they always have been done, without ever experiencing or stepping away from the norm. This makes them wary of evolution, which is crucial, as everything in the world is evolving. They find it challenging because they don’t have enough trust in themselves to look inwards and figure out what’s really important to them. 

However, to achieve sustainable and long-lasting success, business owners should be tapping into their own intuition and trying different strategies related to them, instead of following what everyone else is doing and being uninspired in the process.

As we mentioned, everything is constantly evolving, which is not an easy thing for business owners. Most of them don’t really like to challenge the status quo. They prefer to leave things as they are, but becoming an industry leader means challenging existing ideas and bringing in new ones that are important to the business and the business owners themselves. This way, business owners can lead by example and create a lot of success for their businesses, instead of becoming suppressed in their work.

Creating a great business and having that business become very successful means taking a stand for something important to the business, or the business owners themselves, which will inspire the target audience to think in different ways. That way, businesses can advance the dialogue instead of diminishing it by following the crowd.

Plenty of business owners are constantly looking over their shoulders, figuratively, to see what the competitors in the industry are doing, to see how they can improve their own businesses, and catch up to everyone else’s growth. However, the emphasis on this should be lessened because, at the end of the day, the only thing that consumers are really interested in is positive experiences with the businesses they encounter. Consumers aren’t really looking to find the differences between businesses, and they’re not constantly comparing them against each other.

Trying to play catch up and doing what everyone else in the industry is already doing is the best way for companies to go out of business. When they do that, they’re always a step behind, instead of leading the way forward.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities