Young people, this is a message for you. In anything you do in markets, do not simply conform to the settled ordinance. Yes, when you launch, many will tell you to become like this company, because for most, that is what they are used to. Interestingly, if you follow them, you will lose your mission. Think about it: how will you be different if you become like others?

As I have written extensively in Harvard, winning in today’s market requires going beyond Needs and Expectations of customers, to Perceptions of customers. You cannot anchor that Perception if you just build to conform to what everyone is doing. Yes, Perception makes it possible to turn customers into fans because you create a new basis of competition, and wow them with better services and products.

Simply, find your voice in the market. And do not conform - pioneer your path and #win.

~Ndubuisi Ekekwe