It is sometimes difficult for small business owners caught up in the day to day running of their business to maintain the right marketing mentality. Being switched on to the concept of the "blind side" as it is used in rugby may help!
The "blind side" is the narrow side of the ball contest on the rugby field, and by definition is usually sparsely defended, and therefore not seen as the logical side of the scrum to run the ball. (Follow the link for a three page treatise on "The Blind Side" by English Rugby legend Don Rutherford).
What does this have to do with marketing? Recently I have come across three excellent examples of "blind side thinking" that may help you make the connection.
The first is this ad for the iconic Mars Bar. The obvious space for Mars to contest is the confectionery market, right? In this ad, Mars takes a run straight into the "energy drink" space that is uncontested by other confectionery bars. It is taking on sports drinks, whilst at the same time positioning itself as an energy bar. Very clever.
The second is the internet search engine globalspec.com. Everyone knows that Google has won the search engine wars, right? Not quite. Topic-specific search engines are now beginning to emerge and these businesses are re-positioning Google as a "generalist"search engine. Globalspec is for engineers. Other "vertical" search engines exist specialising in the medical field (such as healthline). The point is, that even in a market space seemingly heavily defended by a giant such as Google, "blind side" opportunities exist.
The third example is Smintair (Smokers International Airlines) - a new German airline providing business-class-only travel for smokers (see the SMH article). Even the crew can smoke on this new airline! This is another great example of thinking laterally to find an un-serviced market segment.
The blind side has to be the natural option for small businesses who are not usually able to take on the heavy defenses of their larger competitors. It is also the natural play for Cash Flow Ninjas!
The secret to "blind side" rugby, according to Don Rutherford, is to be a "head up" as opposed to "head down or blinkered" player. The head up player has a "head up" mentality. Always looking for blind side opportunities, and making assessments of the risks attached to pursuing those opportunities before the ball is in their hands - that is before the heat of the next contest can cloud their judgement.
To maximise blind side opportunities, Rutherford's advice is to "take the ball as flat as possible [ie sprinting, not standing], aim for space, pin your ears back and go". What are the blind side opportunities in your market place?
The Cash Flow Ninjas
