Chelm justice

Eons ago, there was a small town named Chelm somewhere in Europe. To bring order in the city, the people had elected an impartial judge. One day, filled with rage, the town cobbler killed one of his customers.

The cobbler was bought up in front of the judge who sentenced him to die by hanging. This was really bad news for the town. One townsman gained some courage to stand up and speak: "If Your Honor pleases, you have sentenced to death the town cobbler! He's the only one we've got. If you hang him who will mend our shoes?"

“Who! Who?” cried all the other townsmen in Chelm together.

The judge thought for a while, nodded in agreement and reconsidered his verdict. “Good people of Chelm,” he said, “What you say is true. Since we have only one cobbler it would be a great wrong against the community to let him die. As there are two roofers in the town, let one of them be hanged instead!”

(Chelm justice has been adapted from a hundred year old fable)

Action summary:

If you don’t differentiate yourself from others, the public will hang you. Mark out your niche. Find a USP. Be different. And give a reason to the public to fight for you.
Provide something that others can’t and you will prosper.

Also read: What is colourful and sells cake?

[This article is licensed under a Creative Common License]

biztactics.com quick & effective small business marketing tactics

Snip:

In a small town named Chelm, a cobbler murdered his customer.
But the judge ordered one of the two roofers to be hanged instead of the cobbler because the town had only one cobbler.
Moral: Differentiate yourself from the others.

Subscribe to Business Bullet newsletter:

And receive similar business marketing stories
earlier than anyone else

People who liked this article also liked:

site content - tips, tactics, stories, articles, reports, resources, newsletter...