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Imagine that a company is selling machines to shell peanuts for wild-bird food. Consider these two quite similar web pages.
The one on the left follows a familiar pattern. It begins with a confident welcome from the Business Owner explaining how well the company is doing and how growing customer confidence has secured its market share. Then a piece about an impressive new location; three years of careful planning has achieved a successful move of which he is justly proud.
On this website the page about the peanut sheller will be somewhere "way down the web tree", for those who want to make the effort to find it and get down and dirty with the details of the company's main product.
But just a minute. The acquisition and move to a new HQ may have dominated the life of the owner for a long, long time but is it really of any concern at all for someone visiting the web site? Do I actually give two nuts in a crinkley case where he is based or whether the CEO looks black or white or blonde or ginger?
I've got 200 empty bird feeders in the back of my pet shop along with a dozen sacks of groundnuts and the Saturday girl is in tears for breaking her nails on them.
The page on the left tells my subconscious about some smug show-off obsessed with his own success. The page on the right speaks of someone who understands where I am, appreciates my nightmare and might have a dream solution.
Which of these pages is inviting me to buy from his company? Which even draws me to find out more and look further into the web site? Only one has applied The Outwith Principle. Only one is starting where I am, looking at the world with my perspective.
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