MOLI VIEW™

One of the most interesting and, let's face it, bizarre things to result from the Internet in general and YouTube in particular is the video star. From the goofy kid dancing with his Star Wars light saber to the Leave Britney Alone guy, there's been a plethora — if not a cornucopia — of strange and sometimes wonderful stuff. (There's also a lot of painful stuff, too, like St. Louis Cardinals manager Tony LaRussa's embarrassing DUI arrest.)

But how can you make this work for you and your company?

I have no idea, since I don't know anything about you, your business, product, or service. But you know all of these things, right? You also should have an elevator pitch that clearly states the competitive advantage you offer your customers. (You don't? Well, you'd better know these things or else we — and you — have nothing to talk about here.)

In The Dip, his terrific book about knowing when to quit or continue, writer Seth Godin explains the value of being the best in your field. If it's not self-evident, just being the 12th best at anything might be acceptable to you, but how attractive will that be to potential customers? You need to be the best — or find something else to do.

The good news is that you can serve a niche or be a category of one with something unique or rare. Sure, a copy of a successful purse, hit song, or brand of computer will bring a certain amount of success, but being unique and genuine is where it's at.

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