There are 7.7 billion people on our planet. By 2050 the prediction is we will reach almost 10 billion. To put this into perspective, there are more people alive today than have died throughout the entire history of man.

The cities will becomes even more crowded, if you can imagine that. A stroll through town will be one constant shuffle, herded along. Travel on public transport will be cheek to cheek, forget shoulder to shoulder. And the roads out of town will be a test of patience.

Along with more people will be more companies, more products, more brands

all jostling for the one thing that is becoming so hard to find.

SPACE.

MORE SPECIFICALLY, BRAND SPACE.

Most brands are content to play in the same old category against an ever-growing landscape of competitors,who also choose to 'live' in the same category.

Brands must find their own space. Their own category. That opportunity exists now.

Finding a space takes four key areas.

1. THE CATEGORY. REDEFINE YOUR SPACE.

Whether it's finance, construction, retail,

household, every day, if you look at the category you have always been in, you are missing a real opportunity to separate yourself and create a category that you can sit in, alone. Or with just a handful of others.

In this day and age, when people are questioning each and every category, lies the perfect time to redefine your space.

2. CULTURE. UNDERSTAND THE SPACE.

Culture shapes and influences virtually every decision we make. The isms help us decide on what to buy, where to go, who to believe and so on. Sexism, racism, terrorism, agism and yes, Trumpism. It is vital to understand culture, its influence and how to use it. How to create empathy and connection.

3. THE TARGET. THINK HEAD SPACE.

The day of defining a target as a person with a demographic are long over. Target by opinion, thoughts, attitudes, beliefs. An 18 year old and a 68 year old can have the same belief system. Age doesn't matter now. 

4. YOURSELF. ARE YOU READY FOR SOME SPACE SEARCHING?

Get to know your own business beyond just business. What are the beliefs, thoughts and attitudes of the owner or the CEO or the key management. Think of it this way. The space a business owns is a building, a factory, an office or a website. The space a product has is on a shelf, or in the back of a delivery truck. The space a brand owns is the corner of someone's mind. How do a company's beliefs line up with those of the people.