Thinking outside the box isn’t always about big ideas. Sometimes, it’s just about being a little smarter than your neighbor.
This small but brilliant example shows how creativity and cleverness can win in competition—without shouting the loudest.
A shopping center manager has three vacant retail spaces in a row. A potential tenant walks in and says he wants to rent the leftmost space for a men’s clothing store.
“Of course,” says the manager. “You’ll get a free sign. What do you want it to say?”
“Men’s Wear,” the man replies.
Another man shows up and wants to rent the shop on the right for his formal menswear store. When asked, he also says he wants his sign to say “Men’s Wear.” The manager informs him that the store on the left already has the same sign. “No problem,” says the man.
Finally, a third man comes in and wants to rent the smallest and middle unit. The manager is a bit concerned, since this man also sells men’s clothing. With some hesitation, he asks what the man wants his sign to say.
The man replies: “Entrance Here.”
This little gem of a joke is really a fable about marketing and strategy. When everyone offers the same thing, it’s not always the loudest that wins, but the one who makes it easiest for the customer to choose them.
Instead of copying the competition, the third man saw an opportunity to own the user experience—and quite literally direct the traffic. It’s about understanding context, thinking practically, and asking the best question in business:
How do we make this easier for the customer?
