Just perfect

by Marc ~ March 22, 2009

I’m currently reading Purple Cow by Seth Godin, and found a quote that I think fits with coworking perfectly:

In almost every market, the boring slot is filled. The product designed to appeal to the largest possible audience already exists, and displacing it is awfully difficult. Difficult because the very innocuousness of the market-leading product is its greatest asset. How can you market yourself as “more bland than the leading brand”? The real growth comes with products that annoy, offend, don’t appeal, are too expensive, too cheap, too heavy, too complicated, too simple – too something. (Of course, they’re too too for some people, but just perfect for others.)

This is why coworking spaces rarely compete with traditional serviced offices. Like other coworking spaces, my planned space will be, for many people, too loud, lacking privacy, have too many potential distractions, lack facilities, and be too far from the CBD. Then again, some people enjoy active workspaces, want to work somewhere fun, like saving money, don’t need to be right in the middle of the CBD, and know their business will benefit infinitely more from sharing their workspace with great people than having access to the world’s best photocopier. For these people, this space will be just perfect.

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