When I speak to and work with clients on the “one thing” they want to be known for, I usually get this response:
“But I’m also good at _____, and ______, and _______.”
She worries that if she doesn’t talk about these other capabilities, they will some how go away. It doesn’t mean all the other things she’s good at “go away.” Talking about ‘one thing’ reinforces a concept that is simple. repeatable and accessible in rooms she is not in.
Quick story: I’m heading to Turkey shortly to host the annual Women’s Leadership Lab sail. I’m also a woman in dire need of a new bathrobe. Rather than buy one from Brooklinen or Parachute, I’m planning to buy one in Turkey, known for its towels and robes. My Google search immediately yielded a ton of collateral on “Jennifer’s Hamam,”
All because she has her ‘one thing’ dialed in: Turkish robes.
Now as a shop owner in Istanbul, she could have talked about a bunch of things. BUT, she is
- Dialed into what tourists want
- How to talk about robes and what makes hers unique
- Accessible. I have a virtual appointment with a member of her sales staff tomorrow via Facetime to get my measurements
1. She has content, and is dialed into what her customers want
I have been researching restaurants, coves, islands in Turkey for a few months because I send a blast to the group every Friday. There is barely a digital footprint on most. No meaty content to be found. When I searched for ‘robes in Turkey,’ Jennifer’s Hamam turned up consistently with many pieces of searchable written content doubling down on the ‘one thing’ tourists want. Keep in mind, Jennifer could have written about a ton of topics:
How to be a shop owner in Istanbul
How to manage a sales team.
Soaps. She also sells other products.
She’s written a book.
But the content on all of her social media is about ROBES and TOWELS made in the Turkish tradition.
2. She has a strong sense of purpose and why she is doing it.
On her Instagram and Facebook, its clear that she has a philosophy: She spends her time visiting villages where local artisans still hand weave her towels and robes with a technique dating back to the Ottoman empire (looping). She wants to preserve tradition in an age when machines make everything. Reviews say she has also written a book, aiding in understanding Turkish culture with a western lens.
3. She is accessible.
From my reading, her store is located in Arasta Bazaar, open later than the Grand Bazaar and offers a much more peaceful and relaxed shopping experience. It’s a curated set of about 80 shops, set in old stables in Sultanahmet.
Other shopping experiences I’m looking forward to:
The Nişantaşı neighborhood features the city’s top ateliers and showrooms. FEY is a clothing and accessories boutique by Fatoş Yalın, Turkey’s first fashion editor. Sudi Etuz is a brand created by the new-gen street couture designer Şansım Adalı. Young jewelry designer Begum Khan makes heirloom pieces in crystal. Gizia Gate brings together the collections of more than thirty of Turkey’s top designers under one roof
