My business partner Doug Gfeller presented an interesting educational topic at this month's forum meeting on the content of Scott McKain's book "Collapse of Distinction".
-Everything seems the same to our clients in this fast paced internet age.
-If customers can't differentiate you then they fall back on price to make their decision.
The DESTROYERS OF DIFFERENTIATION
-Dynamic New Competition
-Familarity Breeds Complaceny
WHAT YOUR FIRM NEEDS TO DO
-Have clarity and be precise about what you are and what you are not
-Be creative so you can produce efforts that create distinction
-Know the points of contact between you and your customer and use them to be distinctive
-Have a story that is compelling as stories are more interesting to your clients
-Focus on your customer's experience with your company and emphasize your customer's needs over your organization's needs in each experience
There was great interaction at today's Forum Meeting and each executive took away an action item which we will be reviewing at the next month's meeting.
Doug did an outstanding job presenting the information and I would recommend the book if you are interested in this subject.