Coin a New Word, Create a New World

April 16, 2012 3:18 PM

I come from a long line of merchandisers.

Every generation of my family, going back to The Great Depression,
was in the business of promoting and selling their wares. Shoes, hard lines,
cookware, apparel, gifts, closeouts, discount goods, problem inventories, they’ve
peddled it all.

So when I started own company ten years ago, I followed suit.
The only difference was, my product was intangible. As a writer, publisher,
performer and consultant, instead of selling shoes, I sold ideas. I carried my
truth to market, every day. And that meant I had an obligation to ask one
question, over and over:

“What’s that called?”

And any time I witness something, I
name it. I give it a phrase, a brand, a title, a label, a handle, a designation,
a moniker or a signature.

For example, I wear a nametag twenty-four seven. And people are instantly
friendlier. What’s that called? Approachability.
Done.

I do this for a few reasons. Partly
because it’s in my blood. When you come from a family of merchandisers, that’s
what you do. You name things. Also, I want to do justice to the things I
notice. When I see something that’s a beautiful reminder of what could be, I
want to make it easy to share with people.

But the big reason I name things is, when you name it, you create
the category. When you create the category, you set the standard. When you set
the standard, you own the mindshare. When you own the mindshare, you become the
superior voice. And when you become the superior voice, anyone who follows will
be compared to you.

Coin a new word, create a new world.

LET ME ASK YA THIS…

What word do you own?

LET ME SUGGEST THIS…

For the list called, “7 Ways to Out Experience the Competition,” send an email to me, and you win the list for free!

* * * *

Scott Ginsberg

That Guy with the Nametag

Writing, Publishing, Performing, Consulting

[email protected]

Yes, I do more than just wear a nametag all day.