I’ve been using the word “wildebeest” more often lately. In the Bredemarket blog, on Bredemarket’s LinkedIn pages, on my own LinkedIn page, and even in a job application cover letter.
For those who don’t know why I’m so hot on wildebeest, let me explain.
It all started with the dogs
When I started Bredemarket as a marketing and writing service firm, it stood to reason that I would have to market and write about Bredemarket itself.
There’s a common phrase for this practice: “eating your own dog food.”
It’s a VERY common phrase.
And that’s a problem, because people who eat their own dog food sound just like everybody else.
So I moved to iguanas
It’s important to differentiate yourself from the competition. Trust me on this.
So I stopped talking about eating my own dog food, and when I set my initial goals for 2021 in December 2020, one of my goals was “eat my own iguana food.”
But then I moved on
But for some reason the iguana emphasis left me cold, and I quietly pivoted back to mammals a little over a month later.
Now I don’t always eat my own wildebeest food myself in this regard. I’ve previously noted that my Empoprise-NTN blog isn’t updated regularly…
From https://bredemarket.com/2021/01/25/three-ways-to-prove-to-your-customers-that-your-firm-is-an-ongoing-viable-concern/
(Which reminds me; time to update Empoprise-NTN again. If Buzztime even exists any more.)
The following month I made it official in “When wildebeests propose.”
You’ve heard the saying about eating your own dog food. That statement bored me, so I started talking about eating your own iguana food. Eventually I tired of iguanas and pivoted to wildebeests.
From https://bredemarket.com/2021/02/09/when-wildebeests-propose/
And for over 2 1/2 years I’ve continued to focus on the majestic wildebeest, both singly and in confusion (the correct term for a group of wildebeest). Let’s face it: how many other marketing and writing experts are talking about wildebeest? It’s my own little distinctive thingie.
The problem with wildebeest
But now I’m asking myself whether this is a GOOD distinction. After all, the common definition of “confusion” is NOT a positive one. Unless you’re a New Order fan.
So perhaps I’ll retire the wildebeest for something new that more closely reflects Bredemarket’s differentiators:
I help firms win by explaining why the firm serves its customers, focusing on customer needs, and highlighting benefits.
Yes, those are the same differentiators that I currently include in my personal LinkedIn profile. But after all, Bredemarket is a one-person operation.
If you have an idea of something that is better than a dog, an iguana, or a wildebeest, post it in the comments.
Bredemarket 
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