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Thomson Dawson
Business development advice for early stage creative entrepreneurs to create more impact, influence and income.
Ojai, California
Greatly helpful
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Create marketplace demand rather than fulfill it.

Creating marketplace demand for what you love to do rather than chasing after the demands of the marketplace is the key to sustaining your competitive advantage, increased prosperity, and life-long satisfaction.
Written Nov 26, 2010, read 2882 times since then.


We live in an era of abundant choice. In fact customers have so much choice in the marketplace, they’re overwhelmed and numb. As an early-stage entrepreneur who desires to have more impact, influence and income, you’ve probably wrestled with many ideas on how best to increase the demand for your products and services. Many entrepreneurs I work with want solid answers to these questions:

How do I separate my business or brand from the alternatives my customers have?

How can I create greater demand for what I love to do?

What can I do to influence a prospective customer’s decision to do business with me?

Be a value creator as opposed to an order-taker.

When you create real value for others first, you instantly expand your ability to influence demand for your products and services. You become a Value Creator. Orders-takers, on the other hand, are content to supply the existing demands of customers by offering them me-too products and services at the lowest price possible. Anytime customers have an abundant choice of alternatives to meet their needs, they set the price–reducing your impact and influence in the buyer’s mind, and your power in the buying cycle.  In a market with abundant choices, customers will view any stated price as too high!

To elevate your business from the fray of the competitive plane– where order-takers battle each other for business–your value proposition to the marketplace must be highly valued and radically differentiated from the abundance of alternatives bouncing around in your customer’s mind.

To be a Value Creator will require you to elevate your thinking and actions to the higher creative plane–where inspiration, innovation, potential and possibility fuel your passion to make a difference for people. Value creators view their business as a venue for this creative expression.  As a result, their customers and clients happily show their appreciation for the value they receive by paying the premium prices that funds their ability to continue to create ever-greater value in the marketplace.

Think about it–which type of entrepreneur do you want to be?  Here are five characteristics that all Value Creators possess. Do any of these resonate within you?

Value Creators understand the principle of flow and infinite supply.

Value Creators have a higher awareness of their own natural flow, their path of least resistance. They are amazingly efficient and do everything in an easy and relaxed manner. Value creators believe there is no shortage of supply.  Consequently they have an uncanny sense of clarity and confidence to identify and pursue their best opportunities. 

At their core, value creators know who they are, what unique and highly valued talents and capabilities they possess, and how to apply these gifts to the marketplace in ways that influence a highly targeted tribe of like-minded people.  Value creators always begin with what’s at hand. They don’t wait for the visible supply to be favorable. They understand all value comes from raw ideas, born within their creative imagination, and energized into existence by their passion and perseverance to align and pursue what matters to them with serving the good of others.

Value Creators are good and different.

Value Creators represent something that is highly valued by customers and radically differentiated from available alternatives in the marketplace.  There is no room left for me-too anything.

Value Creators are specialized providing deep and narrow expertise to build higher value relationships with customers. Being highly focused on what matters to their customers allows them to be trusted. As a result, they gather the momentum necessary to rapidly influence people and create ever-greater demand for their products and services.

Value Creators are masters at leverage.

Value Creators recognize the extraordinary power of collaboration, partnerships, and alliances with other types of people who are genius at helping them magnify their impact and influence in the marketplace.  Value Creators humbly begin everything they pursue with a couple of fish and three loaves of bread–then they magnify their resources to feed the hungry multitudes. They understand leveraging the right skills, talents, resources, and systems of others are absolutely essential for success– and are the force multipliers that create greater demand for their products and services.

Value Creators are selective with their time and energy.

Value Creators are highly selective. Value Creators spend all their time and energy focused only on their best opportunities. They say “no” more often than “yes”, and they elevate themselves from any task or complexity that involves procrastination. They know which customers or clients represent the highest-value relationships, and they place all their focus and attention on serving just those clients.  As a result, their business development initiatives produce an abundance of inbound inquiries from customers-to-be that are forming a line at their door.

Value Creators play the game of life at the highest levels.

Value Creators engage life with wonder, openness, optimism and passion. If life was a video game (as it very well might be), Value Creators are playing at the highest levels of mastery and know where all the extra lives and ammo is hidden.  Value Creators light the way for themselves and others simply by the “quality of their presence”.  Every expression of their presence in the world is a reflection of how they lead their own life.  Value Creators know all the Jedi mind tricks that influence people.

If you want to increase your impact, influence and income, develop the discipline to embed a Value Creator consciousness into your creative thinking on a daily basis.  When you do, you’ll create more demand for your scene rather than having to settle for competing with a slush pile of order-takers who meet the low value demands of the status quo. Focus all your energy creating demand for what you love rather than chasing after the demands of the marketplace.

Learn more about the author, Thomson Dawson.

Comment on this article

  • Seattle Business Coach / Seattle Leadership Coach / Executive Coach / Author / Speaker 
Seattle, Washington 
Hsuan-Hua Chang, PCC, LMBA
    Posted by Hsuan-Hua Chang, PCC, LMBA, Seattle, Washington | Nov 27, 2010

    It's a great article to address who you are being in order to implement “Blue Ocean Strategy”.

    Blue Ocean Strategy
    1. Create uncontested market space.
    2. Make the competition irrelevant.
    3. Create and capture new demand.
    4. Break the value/cost trade-off.
    5. Align the whole system of a company’s activities in pursuit of differentiation.
    Red ocean strategym
    1. Compete in existing market space.
    2. Beat the competition.
    3. Exploit existing demand.
    4. Make the value/cost trade-off.
    5. Align the whole system of a company’s activates with its strategic choice of differentiation or low lost.

    Refer to “Blue Ocean Strategy” by W. Chan Kim and Renee Mauborgne

  • Indexer | Technical Writer | Editor | Environmental & Town Planner 
Bellevue, Washington 
Paul Sweum
    Posted by Paul Sweum, Bellevue, Washington | Nov 27, 2010

    Thomson, this is a very informative, insightful, and engaging article that will help those of us who might be diversified in our skills, but have specialities we dial into...and how we can reframe what we have to offer to "create value."

    Ms. Chang expands on your article with some excellent comments as well.

    This validates much of what many of us are flowcharting and assembling in our minds and on our scratch pads about how to approach the "stones that need to be turned" out there in terms of untapped markets.

    For those solopreneurs who are lit up by what Thomson's talking about in this article, but "still searching," sometimes it involves something as simple as assembling or matching components of your past experience -- professional or personal -- to find a niche that creates value.

    In my case, that's what I'm doing when I match my town planning background with my indexing skills, for an effort to make a technical document more usable to the public, I created a market demand over a decade ago without even realizing it at the time.

  • Communication Coaching, Classes & Consulting 
Portland, Oregon 
Karen Mathieson
    Posted by Karen Mathieson, Portland, Oregon | Nov 29, 2010

    What a succinct and inspirational article on the Way of the Value Creator, Thomson! It's wonderful to find such good writing and thinking combined with an irresistible proposition--that each of us has the potential to function with "wonder, openness, optimism and passion."

    Your use of "path of least resistance" reminded me of a classic book by Robert Fritz with that phrase as the title. I just plucked it from my shelf and renewed acquaintance with the funny opening to the first chapter, which you might enjoy as well.

    Fritz reveals that the streets of Boston owe their wandering ways not to some tipsy Puritan road crew, but to the first settlers' cows, which made their way naturally and easily down the hills to home each evening, following the lay of the land. "As a result," Fritz writes, "city planning in Boston gravitates around the mentality of a seventeenth-century cow."

    The message of "The Path of Least Resistance: Learning to be the Creative Force in Your Own Life," is that it's the underlying structure of who we are and what we value that determines our course toward vocational "home."

    We do indeed, as you suggest so eloquently, Thomson, fulfill our highest purpose when we are most true to ourselves and to what we love.

  • Business development advice for early stage creative entrepreneurs to create more impact, influence and income.  
Ojai, California 
Thomson Dawson
    Posted by Thomson Dawson, Ojai, California | Dec 01, 2010

    Thank you all for reading and taking the time to leave a comment ....

    You have all added nicely to the conversation. In reading over your comments, it struck me that in our crazy world with so much uncertainty, I am reminded that as long as there are creative people willing to share their talent and capabilities to make life better for others– our future looks bright indeed.

    to your inspired success, Thomson