Don’t be a “me too” business

Ever so often we hear of someone launching yet another nondescript PR firm, clothing line, vodka drink and other such commonplace companies, that will likely bring nothing new and unique to the table. Theirs is what can be described as a “me too” business – a run-of-the-mill entity that has no concern with carving out a niche, but only with snatching a miniscule slice of a saturated market.

Jeff Kanbar avoided his vodka brand JETT being considered of the “me too” variety by differentiating his product from anything else already on the market. JETT is not just a premium vodka, its an energy vodka, which combines the crisp taste of a premium distill with the punch of an energy drink by infusing caffeine, guarana and ginseng into the blend. Quite atypical.

Kanbar shares the story of JETT with Robert Tuchman of Entrepreneur.com.