You operate a string quartet. You are one of ten string quartets in the area, and it's reasonable to assume you're all proficient. You all charge, relatively, the same amount with a few dollars difference. As a customer, who do I choose?  

I choose the safest option.

Before today, I've written on the concept of safety and threats. As it relates to my example, I'm going to translate what "safety" means to the marketplace.  

• ACA, a provider in my market, has a long-established and good reputation. They've been around for a long time, and the community recognizes them as a safe provider.

• Mark Davis, a well-respected jazz pianist, not only has been a Milwaukee staple in the jazz scene as a performer, but he's also an active educator.

• "The Wayouts," they've been entertaining in the city since before I was born. They are safe because of their longevity and appear accessible to the consumer.

• Dream City Strings, a newer player on the scene but have the awards to back up their claims. Accolades show us, the consumer, that others like us liked people like them.

I'm not endorsing the above groups. I know many of them, and I know them to be of quality. What I'm trying to show is how "safety" looks in a marketplace.  

If you want to be safe for consumers, do the following:

• Stick around and show up.

• Show me, the consumer, that you are someone like me.

• Show me, the consumer, that others like me like people like you.

• Educate. People who teach our kids, or ourselves, are trusted.

So what makes these groups different than the others who are similar:

• Lacking longevity in the marketplace.

• Lacking a specific audience - "I am all things to all people" does not work.

• Unable to show that other consumers trust their product.

• Experiences difficulties in positioning themselves as trusted individuals.

Are you just starting?

• Are you all things to all people?  

• Do you have specific customers you want to help?  

Be safe to the smallest group of people.  
These people need your services.
They'll tell others about you.
You'll start expanding.
Safe wins.