When you think about your product—whether it’s a new idea, a service, or a solution—have you ever asked yourself what it sounds like?
Not literally, of course. But in terms of how it’s perceived, how it’s positioned, and how it connects emotionally with your audience. Whether it’s your elevator pitch, your mission statement, or just the way you talk about your latest offering, your product needs a genre. It needs a clear identity that helps people instantly understand what it is and why they should care.
One of the easiest ways to illustrate this is through music. Think about the genres you love—and the ones you don’t. Rock, country, hip-hop, classical, jazz. Just hearing the name of a genre triggers an immediate reaction. You know whether it’s your thing or not. You know whether you’d buy a ticket, stream the album, or skip it entirely.
That’s the power of clarity.
Great products, like great music, create emotional connections. They speak to a specific audience in a specific way. Think about the iPhone versus Android. Microsoft versus Apple. Verizon, AT&T, T-Mobile. These brands have distinct identities. They don’t try to be everything to everyone. They know who they are, and they lean into it.
Now imagine a country band trying to market itself to hard rock or jazz clubs. It wouldn’t make sense. The audience wouldn’t connect. The message would fall flat. And yet, in business, we do this all the time. We try to appeal to everyone. We water down our message. We hesitate to be bold, afraid of alienating someone who might not be the right fit.
But here’s the truth: when you try to please everyone, you end up pleasing no one.
This week, take a moment to reflect on your products and services. Ask yourself, “What do they sound like to someone else?” When someone asks what you do, do you respond with a clear, confident answer? Or do you stumble through a vague, Frankenstein-like value proposition that tries to cover too much?
If you’re not clear yet about the genre of your product—what it is, who it’s for, and why it matters—then it’s time to figure that out. Because once you know your genre, everything changes. Your messaging becomes sharper. Your marketing becomes more effective. Your audience becomes more engaged.
And most importantly, you stop chasing everyone and start attracting the right ones.
Think about your favorite brands. They don’t just sell products. They sell a vibe, a feeling, a lifestyle. They know their genre, and they own it. That’s what makes them memorable. That’s what makes them successful.
So how do you find your genre?
Start by listening. Listen to your customers. Listen to your team. Listen to the way people describe your product when they talk about it. What words do they use? What emotions do they express? What comparisons do they make?
Then, look at your competitors. What genres are they playing in? Are you trying to compete in the same space, or are you carving out something different?
Finally, ask yourself what you want your product to feel like. Is it bold and edgy, like punk rock? Is it smooth and sophisticated, like jazz? Is it reliable and classic, like country? There’s no right or wrong answer—only what’s true for you and your audience.
Once you’ve found your genre, embrace it. Don’t be afraid to be specific. Don’t be afraid to say, “Our solution is X for people who need Y.” That kind of clarity is magnetic. It draws in the right people and filters out the wrong ones.
And remember, being clear doesn’t mean being rigid. Genres evolve. Audiences shift. Your sound can grow over time. But it has to start somewhere. It has to be rooted in something real.
So, what does your product sound like?
If you’re not sure yet, that’s okay. But don’t stay in the fog. Dedicate time to figuring it out. Talk to your team. Talk to your customers. Test your messaging. Refine your pitch. And most of all, be honest about who you are and what you offer.
Because the right sound—the right genre—can change everything.