Most of you have probably had a chance to peruse a Sky Mall magazine while waiting for a flight to take off or when in-air boredom peaks. Everytime I look through the pages that scream, "Buy me!" I secretly wish there was an actual Sky Mall by my house. They have everything - everything you DON'T need, that is. There are so many useless products: doggy stairs, gazing balls, and every possible iPod attachment / charger imaginable. They have it all.

Does this approach work for Sky Mall? I wonder what their revenue is like. They must be profitable as they have been in business since 1990. Possibly the last of it's kind, catalogs are a rare breed these days. But, is what they offer what is truly needed or are they just plain wants, the wants of a selfish, over-indulgent electronic and digital society? I can just picture first class passengers getting out their forbidden mobile devices and ordering something from every page. The service and products provided are unique to Sky Mall, thus creating a niche: their specialty: novelty items found only here.

Is your product or service extraordinary enough to drive revenue? Is your skill and passion for what you do as interesting as a gazing ball or a relaxing water fountain? Why would someone want to work with you? Your offering has to be outstanding. And even if it is outstanding, there is a chance that outstanding might not be enough. Think Krispy Kreme.

Why? Because the battle is waging and survival instincts have kicked in everywhere. These instincts force innovation and spark originality - and uniqueness is born. And while Sky Mall is fun to look at, is it really what the consumer wants? needs?

Face the needs of your cunsumer: customer, client, hiring manger, candidate, or boss. There are no frequent flyer miles that secure the seat at your desk.