Brand Fable: The Chuckwalla Technique

It’s not the size of the niche that matters; it’s the size of the matter in the niche.

The Chuckwalla is a fascinating lizard with an incredible technique for survival. When it senses danger, it hides in a crevice, takes in as much air as its lungs will hold so that its body swells to more than twice its size.  It exposes only its spiky and rock-hard spine to its enemies. It completely fills the crevice so that a predator’s claws have no room whatsoever. Once the Chuckwalla is in that crevice, it’s virtually impossible to dislodge it. As the Chuckwalla grows, it simply finds a new, larger crevice. And so on throughout its life.

As you read this Brand Fable, ask yourself: is my business the Hawk? The Chuckwalla? Perhaps both at the same time?

Whether you’re the Hawk or the Chuckwalla in this story, it’s important for you to learn The Chuckwalla Technique for your business.

Lesson #1: It’s not the size of the niche that matters; it’s the size of the matter in the niche.

Lesson #2: It’s not enough to be IN a niche; you have to BE the niche.

Lesson #3: Grow naturally.

Lesson #4: Know when to go from the Hunted to the Hunter.

Lesson #5: Never underestimate a Chuckwalla.